New US Cialis ad to debut at Super Bowl

Lilly ICOS will debut a 60-second television ad for its new erectile dysfunction drug Cialis (tadalafil) during the US Super Bowl telecast on February 1. Lilly ICOS began airing 15-second awareness spots for ED during the National Football League's conference championship games on January 18. However, this is the first time TV ads will inform consumers that Cialis is for the treatment of ED and provide information on the specific attributes of the product, the company said. This also marks the first time in the Super Bowl's 38-year history that ads for an ED treatment will appear during the game's telecast, it added.

"The Super Bowl is clearly one of America's premier sporting and cultural events, and one that has a very special appeal and connection with our target audience," said Matthew Beebe, Lilly US team leader for Cialis.

The ad features a unique approach that differentiates Cialis from other ED treatments, according to Lilly ICOS. Paced with a soundtrack of laid-back jazz, it unfolds with scenes of couples snuggling and enjoying a tender, playful or lazy moment, any one of which could turn into the right moment. The settings of these moments range from the extraordinary to the everyday. Couples are seen sharing a relaxing moment watching a coastal sunset, a tender moment in an espresso bar and a playful moment in the kitchen. With each couple the message is clear - with Cialis there is no need to hurry -couples can take their time to choose the moment that is right for them. The ad closes by underscoring this differentiating message.