Firstmed Blog

Viagra has taken a new step in its advertising approach with the introduction of an all-singing upbeat product promotion for the US market. Whether the approach makes it way over the pond remains to be seen but initial reactions to the US advert have certainly raised the profile of the erectile dysfunction (ED) drug.

The advert depicts a group of men sat together in a folksy bar off a dusty highway bar with their musical instruments in tow as they sing about the wonders of the impotence drug. In the advert the men sing Viva Viagra to the theme tune of Viva Las Vegas and Pfizer spokesman Francisco Gebauer feels it is hitting all the right notes. He told MSNBC that the commercial is designed to tackle the embarrassment surrounding the condition and encourage male viewers to bring their problem into the open.

As was the case with many of Pfizer’s advertising campaigns, some are accusing the pharmaceutical giants of taking things too far. The AIDS Healthcare Foundation alleges that the ad’s take on the celebratory ditty “Viva Las Vegas” — in their version, it’s “Viva Viagra” — helps encourage the use of Viagra as a party drug rather than a more serious medication. Pfizer disagrees. Gebauer said the ad is intended to help men get over the embarrassment of talking about erectile dysfunction with their physicians, and that the company is committed to safe and appropriate use of the drug. He said all the men in the commercial are over age 40, and that the company’s research shows that 50 percent of men over age 40 struggle with erectile dysfunction to some degree.

Pharmaceutical companies have started taking more humorous and daring approaches to promote their medications and stand out from the stiff competition. Still, is it appropriate for to show such ads during peak television hours? Let us know your views