Keeping It Up
The big story of the little blue pill
This is the astonishing untold story of the creation, promotion and exploitation of Viagra, the little blue pill that launched a sexual revolution 25 years ago. With intelligence, curiosity, and a sprinkling of humour, this feature length documentary tells the remarkable story of Viagra’ s unstoppable rise from failed heart drug to pharmaceutical and cultural phenomenon.
From the scientists involved with the drug’ s accidental discovery and early trials to the ingenious marketing execs whose radical approach to the positioning of Viagra was key to its success, those at the heart of the story reveal how it captured the world’ s imagination and quickly became a global obsession.
Alongside these interviews, Keeping It Up features a rich archive of film from the‘ 90s and‘ 00s, evocatively bringing the era to life and exploring this fascinating piece of recent social history for the very first time.
Duration 1 x 1½ hr & 2 x 3 / 4 hrs
Produced by Two Rivers Media for BBC Storyville, UK, in association with All3Media International