Megan Fox Stars as 'Ro Sparks' in Bold Campaign to Normalize Erectile Dysfunction

Key points

• Megan Fox is the new brand ambassador for Ro Sparks, Ro’s erectile dysfunction product, in a multi-year deal.
• The ad campaign features Fox in a skintight red suit, portraying herself as a superhero to make the topic more approachable.
• Ro’s strategy uses a female perspective to encourage open dialogue, noting that ED affects couples and that women often facilitate these conversations.
• The ads will run on traditional TV and streaming services, with interactive outdoor posters in major cities allowing passersby to 'pick up' the character.
• This follows Ro’s previous celebrity partnerships with Serena Williams and Charles Barkley for its GLP-1 weight loss medications.

Background

The global telehealth market is expanding rapidly, valued at $77.4 billion in 2025 and projected to reach $187.5 billion by 2033. Ro and competitor Hims & Hers have both increased their advertising presence, including spots in the recent Super Bowl. This marks a shift from the more reserved advertising of the 1990s and 2000s, when companies like Pfizer and Lilly used former politicians or indirect imagery to promote similar medications.

How outlets are covering it

Variety highlights the strategic shift in pharmaceutical advertising, noting that networks are now comfortable with ads for sensitive topics that were previously taboo. They emphasize the market growth and the competitive landscape with Hims & Hers. Female First focuses on Megan Fox’s personal enthusiasm for the role, quoting her as saying she was 'born for' the campaign. Fox expressed surprise that the initial drafts were too explicit, requiring her to tone down the innuendos. She emphasized the importance of removing stigma and educating men that ED is common and not a reflection of their identity.

Why it matters

This campaign represents a significant cultural shift in how sensitive health conditions are marketed. By using a high-profile celebrity and a humorous, direct approach, Ro aims to normalize conversations about sexual health, potentially increasing prescription uptake and reducing the stigma associated with seeking treatment for erectile dysfunction.

What to watch

The campaign is expected to run for one to two years. Ro plans to test innovative outdoor advertising concepts in New York and Los Angeles, where passersby can interact with tear-away posters featuring Fox as 'Ro Sparks.' The company will continue to monitor the impact of the campaign on public discourse and prescription rates for Ro Sparks.