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This Year's Super Bowl to Be First to Air Ads for Impotence Drugs.

The Boston Globe (Boston, MA)

| January 27, 2004 | This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Christopher Rowland

Jan. 27--It's an odd setting for romance. In separate bathtubs, overlooking a coastal vista, a middle-aged couple lounge naked. But there's a spark within this surreal landscape. The woman reaches out to lightly caress a masculine wrist.

The overwhelming reaction to the 15-second television advertisements for Cialis, a new drug to treat male sexual impotence, has been, Huh?

For the befuddled who saw these teaser spots during the National Football League conference championship games Jan. 18, the Super Bowl will offer an answer. Sometime during the on-field skirmishing between the New England Patriots and the Carolina Panthers, the Cialis manufacturing team of Eli Lilly and ICOS Corp. will roll out a 60-second advertisement to…

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