For Impotence Drugs, Less Wink-Wink
By STUART ELLIOTT
THE makers of Cialis, a prescription drug to treat erectile dysfunction, are changing the way they advertise it to consumers.
A campaign for Cialis that begins tomorrow, by Grey Worldwide in New York, includes changes like having an actual doctor appear on screen during the television commercials to recite the disclaimer warning about side effects. Cialis is sold by a partnership of Eli Lilly & Company and the Icos Corporation.
In altering its advertising approach, Lilly Icos joins Pfizer, the maker of Viagra, the leading brand among prescription treatments for erectile dysfunction. In November, Viagra commercials were refocused to take a more restrained approach that is centered not on the Viagra name but on urging men to “make the call” and discuss impotence with their doctors.
The shifts are indicative of the continuing tug of war between supporters and opponents of prescription drug ads aimed directly at consumers. Such ads were prohibited until the Food and Drug Administration relaxed its rules in 1997.
The impotence drugs get particular attention from the critics, who object to the open discussion of subjects like “erections lasting more than four hours,” as well as some campaigns that seem to play up the salacious aspects of why men want the pills.
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I have two things to say: Thank God, and Get a grip.
Thank God, because these commercials are just ridiculous. A couple sitting in individual bathtubs overlooking a cliff?
The worst were those Levitra ads with Hall of Fame football coach Mike Ditka.
First off, there’s nothing like the man throwing a football through a tire swing. Wow, nice metaphor. Because when I think of fucking, I definitely think of Tom Brady hurling my cock 40 yards into a woman’s tire swing-like vagina. I don’t know any women who have even taken a shine to their pussies being likened to tires suspended by a length of rope.
Secondly, I’m a football fan. I love my football. And hence, I love my Mike Ditka. Go Bears. But the International Sign for UnSex is Mike Ditka screaming “Ya gotta love that!” after the Levitra’d man throws his pigskin penis through his wife’s Goodyear vagina. Who talks like this about sex? Maybe Ditka does. He rolls off his wife, yells, “Ya gotta love that!” and falls asleep.
Get a grip, because these ARE drugs to have sex. And for those with erectile dysfunction — and not taking it for the thrill of it — a meaningful, fulfilling and life-changing medication. All that, and you can fuck your brains out. Whee! Is that salacious? Not really. But if you address it like 12-year-olds, then salacious it all becomes.
And hey, where’s the libido pill for women? Don’t tell me it’s Johnny Depp, because if he is, then he’s got a lot more work to do.
Ugh!
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