Megan Fox does not cite studies or personal experience with erectile dysfunction in Ro's new campaign — she plays the product itself. In "Megan Fox Is Ro Sparks," the first-ever celebrity campaign for Ro's compounded ED pill, Fox appears in a tight red catsuit emblazoned with the Sparks logo and speaks in a sultry first-person voice, describing the active ingredients and intended effects of the medication.

The strategy marks a sharp break from Ro's earlier celebrity work. Previous partners — Serena Williams, Charles Barkley, Trisha Paytas and Chrissy Metz — were all Ro patients who spoke about their personal experiences, mainly with the company's GLP-1 weight-loss offerings. Fox, by contrast, is cast purely as the personification of the pill.

Ro Sparks is not approved by the FDA. It is a compounded medication containing both sildenafil and tadalafil — the active ingredients in Viagra and Cialis, respectively — and dissolves under the tongue for a fast-acting effect.

Why a woman delivers the message

The decision to center a woman in the commercial came from Ro's in-house marketing team and rests on consumer research. The telehealth platform has found that men are often more receptive to ED marketing when the messenger is a woman.

Ro could have taken another route: featuring a woman who has navigated ED with a partner, framing sexual health as a couple's issue. Instead, the partnership with Fox lent itself to a racier tone. Capitalizing on Fox's persona as a sex symbol was "an idea that wouldn't work with anyone else," the company said in a press release.

The campaign launched across linear TV, streaming and paid social on Thursday. It extends offline with an interactive out-of-home component: a Times Square takeover plus tear-away posters across New York City starting October 5.

For a category where ads are rarely associated with desire, Ro is betting that sex appeal — not medical authority — is the faster route to male attention, and the early media weight behind the launch suggests the brand will find out quickly.