Viagra makes one man dance again for Pfizer in first terrestrial TV ad for the drug

Healthcare giant Pfizer has unveiled a playful and cheesy spot, showing how its Viagra Connect drug moves one man to dance after getting his love life back on track.

Promotions for medicines to treat erectile dysfunction are usually confined to the inbox spam folder, but the creative is set to be shown on Channel 4 on Thursday night (24 May) – marking the first time a spot for the drug has aired on UK terrestrial TV.

However, Pfizer says around 21% of men in the UK, or around 4.3 million, suffer from the problem. A further 44% have no sought medical help.

At first unassuming, the ad is scored by Steve Harley & Cockney Rebel's 1975 track Come Up and See Me (Make Me Smile). It shows a jubilant middle-aged man breaking into a dance with his partner after "reconnecting" with her.

The spot was created by Y&R London and directed by the award-winning Siri Bunford.

Aurore Bourdeau, senior brand manager for the Viagra Connect brand at Pfizer Consumer Healthcare, said: “The television ad for Viagra Connect is a UK first. It is the first time this product has appeared on our screens and the first time any advertising for a medicine to treat the symptoms of erectile dysfunction has been shown.

"We hope that the ad will help to normalise erectile dysfunction and encourage men to seek advice and solutions.”

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