An animated love story illustrating how the stresses and strains of modern life can impact sexual relationships is actually an ad for Viagra Connect.

The campaign, created by VMLY&R London for Pfizer U.K. division Upjohn, aims to shift the perception of erectile dysfunction from a stigmatized issue associated with a perceived lack of masculinity to a health issue that can be exacerbated by stress, work, poor eating habits and more.

Directed by Zombie and produced by BlinkInk, the film is set to an emotive cover of The Proclaimers' "I'm Gonna Be (500 Miles)." It sensitively depicts a couple whose sex life suffers due to work worries and the interference of technology on modern life (such as using devices in the bedroom). Ultimately, Viagra Connect helps them to reconnect and rebuild their relationship.

“This really is a renowned brand—one that is synonymous with the category and is steeped in cultural history," said Rob Elliott, Marketing Director at Upjohn, in a statement. "It’s immensely exciting to be at the start of a new journey with Viagra Connect. Above all it’s rewarding that in doing so we can help millions of couples deal with the challenges thrown up by life today.”

“Much beyond a little blue pill, this campaign is a complex message about modern masculinity and intimacy in relationships," added Tamryn Kerr, creative director at VMLY&R.

The campaign will run on TV, digital, social and more, with media via Wavemaker, accompanied by shopper activities via Geometry, PR support from BCW and healthcare professional support via Ogilvy.