ABOUT ADS OF THE WEIRD

With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


Viva Viagra?

Posted: Tuesday, July 31, 2007 11:08 AM by Allison Linn
Filed Under:

The setting is a folksy bar off a dusty highway. The scene: a group of guys who have gotten together for a jam session, to sing about ... the wonders of erectile dysfunction medication.

The new commercial for Pfizer Inc.’s Viagra is striking for a few reasons.

For one thing, there are no women in it -- this is a commercial all about guys bonding with other guys over the good times this medication has brought them, not sharing an intimate moment with their female partner. And secondly, some of the guys here strike the viewer as pretty young for erectile dysfunction.

Is Viagra taking things too far? The AIDS Healthcare Foundation thinks so. It 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. Spokesman Francisco 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.

We’ve certainly come a long way from the days of then 70something Bob Dole earnestly hawking Viagra. But then again, over the past few years plenty of pharmaceutical companies have started taking more humorous and daring approaches to promote their medications. Also, Viagra now faces much fiercer competition in the market, so it needs to do more to stand out.

Still, is it appropriate for prime-time television? When Ads of the Weird wrote about a commercial for Trojan condoms earlier this summer, plenty of readers wondered why major networks refused to show that commercial  during peak television viewing hours, while they seem to have no problem with commercials for “E.D.” drugs.

“Viva Viagra” debuted during the “NBC Nightly News.” It will air on network and cable programming with more than 90 percent adult viewers, Gebauer said.

(MSNBC.com is a joint venture of Microsoft and NBC Universal.)

Click here to watch the ad online.

Update! MSNBC.com's television editor, Gael Fashingbauer Cooper, also weighs in on "Viva Viagra" in her recent blog post on ads that get a bit too personal. Click here to read about it.

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Comments

This commercial is more than weird, it's just creepy. Who sings about a drug that helps them "up"?

It's unbelievable, and it's stupid.

mef (Sent Tuesday, July 31, 2007 3:51 PM)

I HATE this commercial.  I either mute it or change the channel.

Les, Greer, SC (Sent Tuesday, July 31, 2007 4:12 PM)

viagra commercials range from tacky to sleazy. The latest is only one in a long line. Then of course there are Cialis commercials (different company)that are not so bad but what's up with the his and hers bathtubs? Would you people get real out there. I believe in the age of enlightnment but some things should be private.

Hello!!!!!, Wenatchee WA (Sent Tuesday, July 31, 2007 4:14 PM)

Incredibly creepy.  Maybe they all take it and have a big orgy together.  

Shannon (Sent Tuesday, July 31, 2007 4:18 PM)

I find the judgemental tone of this article "Weird".

Like somehow, the author disapproves of taking a pill to help a hard-on, unless you are a septuagenarian.

What, exactly, is the problem here?

Tim Shepard (Sent Tuesday, July 31, 2007 4:19 PM)

Everyone is now familiar with Viagra and what it's for, so why do they have to advertise at all?  Spend the money on research for new drugs for other important diseases or afflictions instead.

pdw (Sent Tuesday, July 31, 2007 4:20 PM)

The ad had me laughing.  I don't think this ad tries to pawn Viagra off as a "party drug".  Viagra isn't the only option to treat E.D. these days; and, as such, Pfizer needs to try new and innovative means to keep the drug on everyone's mind... especially those people who would benefit most from it.  There's not that many young men in the band; rather, it's a wide mix of ages.  The theme seems to be one that everyone, no matter what their age, should feel comfortable enough to admit they have a problem, and to speak with their doctor about it.  

Gehenna (Sent Tuesday, July 31, 2007 4:23 PM)

As with most of the ED ads, I find this one just dumb.  I don't think it's creepy as much as unlikely (similar to a group of women sitting around talking about the health risks of taking a birth control pill and finding out one of them is a doctor - I don't know about you but I've never had a discussion like that with my friends).  At least they're not as bad as the "Smiling Bob" commercials for the natural male enhancement ads -----TALK ABOUT SERIOUSLY DISTURBING!

Shannon, Indianapolis, IN (Sent Tuesday, July 31, 2007 4:44 PM)

Give me a break. I see nothing wrong with this commercial. It's no more "unrealistic" than any of the others. Sure, it's cheesy, but in a way, it makes fun of men (again).

The first time I saw it, I thought that if I played in a cover band, I add that song (the Viagra version)to my playlist, as a joke.

Mark (Sent Tuesday, July 31, 2007 4:44 PM)

I work in the addiction business and it has been known for some time that Viagra and Cialis are both taken with Ecstasy at raves by young males. This advertisement is providing social norms for doing this. In that sense it is spectacular ad. Unfortunately the interaction of the two drugs can lead to dangerous medical consequences and you wouldn't have any sense of that by watching the commercial.

Bruce Parsons (Sent Tuesday, July 31, 2007 4:48 PM)

Anyone who doesn't think that perfectly healthy men are taking viagra for an added bit of "endurance" in the bedroom are living in a fantasy world.

Dalton, Detroit, MI (Sent Tuesday, July 31, 2007 5:09 PM)

This commercial almost made me cry with joy. I thought I was the only one who sang about my boners.

Joel Halter (Sent Tuesday, July 31, 2007 5:20 PM)

From an advertising perspective its very clever. It includes a catchy song that will keep playing in your head even when you wish it would stop. It markets directly to the 40-50 year olds and it ends with the guys running home excited about their newfound Love! Every guy who has used Viagra is pleased with the results and shouldn't feel ashamed hanging out and discussing it with their friends who all use it too! Give me a break!

Joe, Seattle, WA (Sent Tuesday, July 31, 2007 5:32 PM)

This ad is stupid and offensive.  Elvis would be flipping over in his grave if he knew his Viva Las Vegas song was going to be used like this.  What kind of men are they anyway?  They look like a bunch of guys that maybe are into each other rather than women.

Betty, Denver, CO (Sent Tuesday, July 31, 2007 5:33 PM)

i think viagra should be sold over the counter cheap

mike (Sent Tuesday, July 31, 2007 5:42 PM)

To me the ad is tasteless.  But let's get down to brass tacks.  Viagra (and the other ED drugs) were developed to treat not ED but to treat the companies BOTTOM LINE. Remember sex sells. If you can get one on and having sex then you are doing good. But if you can get one on and keep it on longer and have more sex, you're doing great. Thus generating..wait for it A SALE or in this case multiple sales.  Thus generating massive profits for the drug companies.  I'm not privy to any research data but I'm under the firm (no pun intended) conclusion the epidemic of ED sufferers was created as a marketing ploy. It's also my understanding that most insurances will cover ED drugs but not birth control pills.  Where do the insurance companies think these hard ons are going.  Just my two bits.

David, FW Texas (Sent Tuesday, July 31, 2007 6:08 PM)

I'm a 54 yr old musician, and have NO problems in the ED arena. However, should I ever drag a couple of 20 something ladies home from the club, you bet your azz I'd bite the blue pill to keep the party going til dawn. After all, can't disappoint the FANS, right?

J.R. PRESCOTT, LEESVILLE, LA. (Sent Tuesday, July 31, 2007 6:16 PM)

Maybe they're a group of gay or bisexual men - so it looks like we have quite a few gay-bashers here.  On the other hand, could it be that "they doth
protest too much?"
Another angle is that there are some benefits of ED meds, even for those without significant ED problems.  That secondary benefit is a pleasing new sense of "fullness" even during down-time.  It's probably good for promoting overall blood circulation too....

L. Thomas (Sent Tuesday, July 31, 2007 6:38 PM)

Oh Moses!! This ad is takes the prize for ridiculous - although, the man who who decides to rinse off his vehicle with the garden hose because apparently his ED pill can't wait was a close second. The men in the ad sing about going home to "her" so clearly there is NO gay-bashing going on here. I don't think this ad markets viagra as a party drug - but, I do think it inaccurately tells men that today's working, professional, women is just sitting home waiting for her husband/partner to come home and screw her. Give me a break! In my opinion, Pfizer should put the money they spend advertising viagra towards more worthwhile and meaningful research.

D Dye (Sent Tuesday, July 31, 2007 7:03 PM)

The ad is okay.  I just want to know when I'm going to get my royalty check!          --The King

Elvis, Virginia Beach Virginia (Sent Tuesday, July 31, 2007 7:03 PM)

it sounds like pfizer is once again breaking the law advertising viagra as a lifestyle drug.  they just won't learn, will they?

Bobby Prada, Seattle, WA (Sent Tuesday, July 31, 2007 7:05 PM)

I would hate to be one of th actors in this commercial. To be recognized as the "Viva Viagra Guy" would be pretty embarassing.  This new campaign is so odd and stupid!

erin, seattle, wa (Sent Tuesday, July 31, 2007 8:27 PM)

It drives me crazy, that as other posters and the article mentioned, television shies away from ads for condoms but has no problem running cheesy ads for ED meds non-stop. They also seem to run birth control pill ads non-stop, and those are just about as stupid. Considering that CBS and FOX recently refused to air a condom ad that showed condoms "merely as birth control and NOT for disease prevention," one has to wonder about the standards which determine appropriate advertising.

As for one poster's comment about insurance companies not covering birth control pills while rushing to cover ED  meds, this was explained to me (by an insurance professional) as being rationalized by the fact that ED is an illness so treatment should be covered by health insurance; the ability to get pregnant is part of being a woman rather than an illness, so it not up to the companies to help women prevent that. If that doesn't make you want to scream, I don't know what will.

Annette Gallagher, Nashua, NH (Sent Tuesday, July 31, 2007 8:43 PM)

re: "not as bad as "Smiling Bob" ... SERIOUSLY DISTURBING!" ~Shannon, Indianapolis, IN
^---Hands off our Bob. Intentionally campy, one LONG pun, with wit. This one's just horrid.

"But if you can ... keep it on longer..." ~David, FW Texas
^---Big mistake, won't they then buy less; ref that latest chewing gum advert.

re: "a bunch of guys .. into each other rather than women." ~
Betty, Denver, CO
^---Boys just like to have fun TOO.

Irving C Pinkus, San Francisco (Sent Tuesday, July 31, 2007 9:39 PM)

I puzzled over this ad, and decided it's directed at the wives of men who might take Viagra.  As in, "Have your husband get a Viagra prescription!  It won't make him unfaithful, it will make him start a band and sing songs about you!  Then have sex with you!  And only you!"  It also reminded me of Disney's Bear Jamboree, but that's a tangent.

Cate, Phoenix (Sent Tuesday, July 31, 2007 9:39 PM)

What I find disconecrting is the fact that two fairly recently approved prescription medicines also became over-the-counter medecations in record time. I have little doubt it's because they treat two of the most important maladies of our time, erection problems and thinning hair. That is, they're the most important if you consider the opinions of the "sufferers", and consider the likelyhood that the relevant advertising is what convinced them to hold that opinion. It is intersting to note these products are for, and targeted towards men. While breast and female reproductive probme sdo receive attention, it's not nearly that of these products, and they are almost invariably prescription only. There's something economically and culturally inequal and unfair about this. What's more it illustrates the general sense of inferiority among men, whether inherent, advertising induced, or at least the matter preying on a tendency towards the former. This male-targeting marketing tendency is only the mindset that produces these inevitable, unsettling results.

Dennis McClain-Furmanski, Dalworthington Gardens, Texas (Sent Tuesday, July 31, 2007 9:39 PM)

This is one of the creepiest, oddest commercials I've ever seen.  The whole concept of a bunch of middle-aged guys sitting around a bar singing about their ED drug is just ridiculous.  I think the "Viva Viagra" refrain is especially absurd. Elvis would be rolling in his grave!  I would truly hate to be one of the actors in that commercial.  Of course, I still don't feel that this is anywhere near as creepy as the Bob Dole Viagra ads...those still make me shudder at the thought of Bob Dole after he's taken the little blue pill...yechhh....

Wendy, Virginia Beach, VA (Sent Tuesday, July 31, 2007 10:37 PM)

Crass commercialization ruins, as yet, another great song.  Now Viva Las Vegas will be inextricably linked with that product.
Regarding the "creepy" element:  Backwoods cabin, all guys, guitar/banjo playing guys...any body remember "Deliverance"?

Jon, Indiana (Sent Tuesday, July 31, 2007 10:42 PM)

People are talking about it, and that makes it at least somewhat effective.  Pfizer does not expect the ad to make you run out and try to acquire the product. Their goal is to get the name positioned in your head, so that when the other elements of the  marketing effort line up, the awareness is there.  If you never ever use Viagra, but you think of it whenever you think of or hear about E.D., the ad has done its job well -- it's the rest of the marketing plan that didn't work.  

Allen Linnel (Sent Tuesday, July 31, 2007 11:47 PM)

The "problem here" is the commercials themselves. They are aired on all the basic channels at all hours of the day.  I don't like trying to explainin what "those guys" are singing about, or why grown-ups are taking baths outdoors in the middle of the day, etc.  to an 8yr old!  These commercials are nothing more than offensive marketing.  Everyone in the world already knows that ED is a horrible, life threatening disease that must be treated immediately, and how/where to get a prescription.  Enough already.

Debbie Hatt, Helper, UT (Sent Tuesday, July 31, 2007 11:58 PM)

What is the big deal about this ad?  Virtually all television commericials present an unrealistic view of life.  All products are advertised in such a way as to create the impression that one's life will be immeasurably better and happier if only one purchased the product in question.  Viagra is one of the few recent product innovations that has substantially changed the lives of men AND women for the better.  Indeed, I think most men, after using Viagra, would like to celebrate its benefits.  It amazes me that too many Americans are either sexually repressed prudes or just too embarassed to openly express the satisfaction and joy of a healthy, vibrant sex life.  

Robert, Cincinnati, Ohio (Sent Wednesday, August 01, 2007 12:24 AM)

forget the royalty checks...just send over some more pills ... but make them 100mg this time.    
  - The King

E, Memphis TN (Sent Wednesday, August 01, 2007 1:10 AM)

I hate this commercial as much as I do the one for Stanley Carpet Cleaners with the dog.  Why has advertising gone from funny to disgusting?

Teresa, VA (Sent Wednesday, August 01, 2007 3:33 AM)

Geez, don't any of you have more important things to do than sit around and whine about commercials?  And what's wrong with his and hers bathtubs, anyway?  Get a life.

Bob Queen (Sent Wednesday, August 01, 2007 3:49 AM)

The guys in the ad seem kinda "happy." It's funny, but perfectly OK.

Tim,Kaneohe,HI (Sent Wednesday, August 01, 2007 6:04 AM)

I am tired of all the E.D. advertisements.  I flip the channel when one of these commercials come on due to family present.  If a person has any medical condition they can talk to a doctor, we don't need ads to remind us.  I am glad these medicines exist for those who need them, but feel these types of commercials should not be aired based on the uncertainity of the audience.

Mike Kinnard, Alliance, Ohio (Sent Wednesday, August 01, 2007 7:06 AM)

I'm 80 years old and don't have ED.  Men that do, I suspect, have a general health problem that probably affects more than just ED.  You'll never hear this from the drug companies. Get healthy and ED will go away.

Herb, Ocala Florida (Sent Wednesday, August 01, 2007 8:30 AM)

It seems to me that the ad did it job by having everyone talking about it. This ad isn't anymore offensive to me than making me listen to tampon commercial in prime time.

Tee, Washington, DC (Sent Wednesday, August 01, 2007 8:45 AM)

Like all drug ads on television, this ad is simply designed to get the unthinking masses into their doctor's offices to be treated for their latest "condition".  I am SO SICK of drug commercials.  Anyone with any awareness of the serious illnesses whose treatments and potential cures are put aside in the interest of drug co profits, shoudl feel just as ill.  It's such a racket and so many poor suckers fall for it.

Frances USA (Sent Wednesday, August 01, 2007 9:01 AM)

My problem is that we allow ads like this but want to deny planned parenthood's ad for the use of condoms for birth control.  It is ok to advertise condoms to prevent disease but not as birth control.  But ED well Hell Yeah Advertise all you want to.  Just not fair and very very hard to understand.  I hope I live to see the day when a bunch of women are laughing about having a bunch of sex with a new pill - not going to happen, the double standard is alive and well.  

Pat Columbia SC (Sent Wednesday, August 01, 2007 9:12 AM)

Get a grip, folks.  It's just a commercial.  Besides, it obviously served its intended purpose - love it or hate it, it got your attention and the silly song plays in your head long after the commercial's over.

michele, st. petersburg, fl (Sent Wednesday, August 01, 2007 9:33 AM)

Same goes with tampon, maxi pads and all the feminine hygene products.  All the ladies know what they are and where to buy them so WHY do I need to know when you aren't feeling fresh?

Ben, Duluth, Minnesota (Sent Wednesday, August 01, 2007 9:38 AM)

I watched the add for the first time a minute ago, online. I was expecting some offensive, campy tripe. Sorry, I didn't see it. I'm having difficulty seeing why so many are so worked up. I didn't see any connection to Ectasy or homosexuality or any of the other "issues" listed in the comments. The comments are much more revealing of the writers than of the product. It seems many of them are simply looking for a reason to be offended.
And Ms Linn, there is no such thing as too young for ED. There are many causes of the problem from surgery to illness to psychological to unknown. Trying to stir controversy for the sake of controversy seems to be the raison d'etre for the news media.
Thank you.

Tom, Pittsburgh (Sent Wednesday, August 01, 2007 9:41 AM)

My 13 year old son and I were watching the NFL Network and this commercial came on EVERY break.  After the second time, he says, "Well, that just ruined that song for me."  That about summed it up for me, too

Amy (Sent Wednesday, August 01, 2007 9:54 AM)

YIKES! That commercial made me cringe a little. OK, it made me cringe a lot.
It was worse than Smilin' Bob's All-Natural Weiner Pills.

Dave the I.T. Guy (Sent Wednesday, August 01, 2007 10:32 AM)

Weird? I think this ad is cool... Some buddies riffing on how fun it is to get that amazing juice Viagra adds to your erection whether you have ED or not, and when Viagra works, it is a trip. Totally normal.
It would be weird if there were a woman present.
Men understand there are some things best keep just between themselves...but definitely.
Gay implication? Nah...except as a smear tactic by jealous girls or the anxious whinings of "insecure" men.

Jim keeler (Sent Wednesday, August 01, 2007 11:29 AM)

I can't believe that EPE (Elvis Presley Enterprises-Priscilla) allowed Pfizer to butcher "Viva Las Vegas", but then again, it's all about the cash, isn't it?

John (filthy green) Cash (Sent Wednesday, August 01, 2007 11:53 AM)

My 10 year old son was singing this song to me and when I asked him where he heard it, he said Cartoon Network. Do you think they are trying to market this to a very young crowd, or is it just me?

Jane Smith, Trussville, Alabama (Sent Wednesday, August 01, 2007 12:40 PM)

Most men that want (note that I said WANT not NEED) ED meds shouldn't take them due to other medical conditions like high blood pressure and heart problems.  I agree that the ads for these meds and their ilk are to improve the pharmaceutical companies' bottom line.  

I have heard that many wives were grateful when the old man couldn't perform in bed any more because their sex lives were worthless.  Viagra and its ilk have led to numerous divorces and other problems.

Why bother with the meds anyway?  Take Cialis and it might work for 36 hours.  She goes shopping or visits family for 40 hours.  Take Viagra and it might work for 4-6 hours.  She will roll over and go to sleep.  We can't win!

KF, Pittsburgh PA (Sent Wednesday, August 01, 2007 1:28 PM)

The only thing "creepy" about this whole discussion is the people that think this ad is "creepy"! And especially those that think the Bob Dole ad was creepy. Yep, we have some creepy people out there.

Steve Mills, Saluda, SC (Sent Wednesday, August 01, 2007 2:11 PM)



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