Baseball’s gone soft, NFL Hall of Famer Mike Ditka says by way of working up to talking about erectile dysfunction in this Levitra ad by WPP's The Quantum Group, Parsippany, NJ., making Super Bowl XXXVIII the first big game with ED advertising.

Levitra, then a new drug from Bayer Pharmaceutical and GlaxoSmithKline, was going up against Viagra in general, of course, but also directly confronting Cialis in the same Super Bowl. For better or worse, Cialis caught the audience’s attention with the warning, still unfamiliar to TV viewers at that point, that the drug might cause erections lasting longer than four hours.

Cialis that year overtook Levitra as No. 2 in the category to Viagra, and Levitra in December moved its account and estimated $90 million in billings to Saatchi & Saatchi Consumer Healthcare in New York, part of Publicis Groupe's Saatchi & Saatchi.

GlaxoSmithKline stopped buying ad time to promote Levitra in 2011, ceding the gridiron to Viagra and Cialis.

BRAND: Levitra

YEAR: 2004

AGENCY: The Quantum Group

SUPERBOWL: XXXVIII