Cialis followed up its first Super Bowl ad in 2004 with a return in 2005 via Grey New York (then in the process of being acquired by WPP Group) that appealed as much to women as to men. There is no dialogue, unless you count the direct-to-consumer-drug-ad-voiceover, just a lot of smiles and togetherness, enough to make the return of the four-hour-erection-warning seem a lot less alarming than a year earlier.

This time Cialis had the game all to itself, too; Levitra sat out Super Bowl XXXIX after debuting alongside Cialis in Super Bowl XXXVIII.

Many years later, Cialis and Viagra wound down their by-then massive NFL spending as their patents reached their ends.

Creative director: Colleen Meehan. Art director: Sarah Lodholz. Copywriter: Greg Grann. Agency producers: Tracy Dennis, Andy Murillo.

Director: Jonathan Darby. Production company: Cherokee Films NZ. Director of photography: David Radler.

Music company: Production Advisors. Editorial: Blue Rock Editing Company. Editor: Nico Sheers.

BRAND: Cialis

YEAR: 2005

AGENCY: Grey

SUPERBOWL: XXXIX

QUARTER AIRED: Q3