Direct-to-consumer pharmaceutical advertising is prohibited in China, and sex remains a sensitive topic. To promote Viagra, Ogilvy Shanghai took a delicate and indirect approach. "Make Love Last" is an unbranded art and photography project that highlighted three couples' personal experiences and challenges with intimacy. Using time lapse photography that kept the project safe from censors, the three couples' stories launched on Valentine's Day and created an open conversation about intimacy online, all while cooperating with Chinese pharmaceutical advertising regulations.