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By Amy Houston, Senior Reporter

December 2, 2021 | 2 min read

Ryan Reynolds’s agency Maximum Effort and telehealth brand Hims are encouraging ‘Sexmas’ with a suggestive ad highlighting the important topic of erectile dysfunction.

In typically lighthearted fashion, the spot begins with the camera sweeping across an advent calendar, and a man’s hand begins to open each of the boxes to uncover a delicious chocolate treat. As the video reaches its climax, on the final day he opens box 25 to uncover a little blue pill instead. The ad finishes on the tagline: ‘Unwrap each other this year.’

Hims is encouraging people struggling with erectile dysfunction to visit its website as ‘intimacy is a gift every loving relationship deserves.’ The brand offers a free consultation where people can potentially receive medication for issues they are facing.


The festive campaign will run throughout the month of December and will be supported by paid digital and social media channels, as well as an out-of-home (OOH) push, including a primo advertising spot at Times Square.

Ryan Reynolds has turned advertising on its head during the past three years with the launch of his creative agency Maximum Effort. Check out some of the other stand-out creative ads here.

Keep up with the latest Christmas campaigns here.

Hims: Have Sexmas by Maximum Effort Productions

Overall Rating 3/5

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