CIALIS IS BACK IN THE SUPER BOWL

Competitors Viagra and Levitra Stay on Sideline

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DETROIT (AdAge.com) -- Cialis is back in the Super Bowl, though it will likely fly solo this year.

The erectile dysfunction drug from Eli Lilly and Icos Corp. has taken a 60-second spot to air during Fox's Feb. 6 coverage of Super Bowl XXXIX.


An elderly couple share a romantic moment in this image from Cialis' spot.

At press time, its competitors -- Pfizer's Viagra and Schering-Plough's Levitra -- had no plans to purchase commercial time during this year's Super Bowl. Cialis and Levitra each took 30-second spots last year.

Record price
The spot will appear in the third quarter. News Corp.'s Fox has been charging a record $2.4 million for 30-second spots.

This year's commercial, from Grey Global Group's Grey Worldwide, New York, is set to the 1963 hit tune "Be My Baby" by The Ronettes. The ad features several mature couples snuggling on a red chair as the music plays and the voice over implores the message Cialis has used since its 2003 debut: The drug lasts up to 36 hours, allowing couples to choose their own time for intimacy.

"Men who have ED and their partners tell us that the benefits of Cialis are important to them," a Cialis brand director, Matt Beebe, said in a statement, "and they relate to the couples featured in our commercials."

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