Observed Signal · Oct 1, 2026 · Campaign Launch · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Megan Fox Stars in Ro's First Celebrity ED Campaign
Ro, a telehealth platform, launched its first celebrity campaign for its fast-acting erectile dysfunction pill, Ro Sparks. The campaign features actress Megan Fox, who is depicted as the product personified in a red catsuit. Rather than citing personal experience, the campaign leverages Fox's persona as a sex symbol. This strategy is based on consumer research indicating that men are more receptive to ED marketing when the messenger is a woman. The campaign includes linear TV, streaming, paid social, and an out-of-home component with a Times Square takeover and tear-away posters in New York City starting October 5.
Celebrity-endorsed campaigns in the healthcare/telehealth sector are notable for their marketing innovation, setting trends for how sensitive health topics are advertised. However, this is a single brand campaign, not an industry-shifting event.
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Key Takeaways & Evidence Grounding
- Ro launched its first celebrity campaign for its compounded ED pill, Ro Sparks.
- Megan Fox appears as the personified product in a red catsuit.
- Ro Sparks contains sildenafil and tadalafil and is not FDA-approved.
- The campaign includes linear TV, streaming, paid social, and out-of-home elements.
- Times Square takeover and tear-away posters begin October 5.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Dr. Squatch Enlists Megan Fox for Deodorant Campaign
Dr. Squatch, the Unilever-owned men’s personal care brand, launched a six-part campaign starring Megan Fox as “Professor Fox” for “The Dr. Squatch Foundation for Odor eXcellence.” The creative series mixes humor, innuendo and education to promote the brand’s all-natural deodorant, and will roll out globally across TV, Connected TV (CTV) and social channels. John Ludeke, chief brand officer of Dr. Squatch, said the campaign aims to capture attention with entertaining content and then educate consumers about natural ingredients. The company has a history of talent-led marketing, including prior collaborations with comedian James Schrader and a high-profile Sydney Sweeney promotion last year.
Super Bowl Debuts: Manscaped and Ro Aim to Transform Brands
Direct-to-consumer grooming brand Manscaped and telehealth company Ro are making their Super Bowl debuts to broaden audience perception beyond their original niches. Manscaped is shifting media mix from lower-funnel DTC tactics to upper-funnel branding to show it sells more than groin grooming and to attract female buyers, per CMO Marcelo Kertesz. Ro, which began as Roman and now offers GLP-1 treatments, aims to be seen as a comprehensive health provider; its spot features Serena Williams and emphasizes broader health benefits beyond weight loss. Both brands are working with TV measurement firm Tatari to track short-term traffic and sales and longer-term brand-affinity shifts using metrics like branded search, surveys and retailer sales. They expect immediate site traffic and plan to evaluate incremental sales and reputation changes over months.
Ads of the Week: 9 Standout Brand Campaigns
Adweek highlights nine notable ad campaigns and brand activations, led by celebrity-driven spots and creative stunts. Major items include Dua Lipa (with a George Clooney cameo) as Nespresso’s new global brand ambassador in a refreshed visual campaign; Sydney Sweeney’s sequel spot for American Eagle; Megan Fox starring in Dr. Squatch’s comedic deodorant campaign; Hudson Williams featured in Peloton’s new fitness spot alongside instructors Tunde Oyeneyin and Adrian Williams; and Dove’s vending-machine installation at London’s Waterloo Station exposing algorithmic beauty pressures. Liquid Death collaborated with Pop-Tarts for a limited-edition iced tea, Kotex released a word-of-mouth focused spot, and OFFF Barcelona rolled out promotional creative. Intuit TurboTax’s ad (debuted Jan. 26) was named Most Effective Ad of the Week, measured as 66% more effective than the Financial Services category average during April 8–14 and aired most frequently on AMC.
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