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Bothell, Wash.-Based Biotech Firm Icos Hopes Drug Ads Will Be Super Bowl Hit.

The Seattle Times (Seattle, WA)

| January 26, 2004 | COPYRIGHT 2007 The Seattle Times. 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: Luke Timmerman

Jan. 26--If the television commercials for Cialis are a hit, next Sunday will be the day millions of Americans start chatting about the new erectile-dysfunction drug that lasts through the weekend and takes away the need to hurry up to have sex.

Icos, the Bothell biotech company that invented the drug, and its partner, Eli Lilly, are announcing today that they will run a Cialis ad during the mother of all marketing events, the Super Bowl.

It will not be alone. All three erectile-dysfunction drugs -- Cialis, Viagra and Levitra -- have bought 30-second slots worth about $2.3 million apiece, marking the first time brand-name…

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