Pfizer launches unbranded ED TV

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Pfizer is launching unbranded TV ads for erectile dysfunction, a year after pulling Viagra ads at FDA prompting.
The "Make the Call" campaign, by Viagra CRM agency Digitas, features a TV spot in which an ED sufferer and a Pfizer call center rep recall their conversation. Viewers are directed to an 800 number or a Web site, makethecall.com, where they can get tips on talking to their doctor about ED. The ad will air only after 8 p.m. and on programming that draws upwards of 90% adult viewership.
The campaign seeks to prompt undiagnosed sufferers to take action, Pfizer executives said. Pfizer estimates the number of ED sufferers in the U.S. at 30 million, with only 15% receiving treatment.
Pfizer currently has no plans to return to TV with branded Viagra ads. A Viagra print campaign, by creative agency of record McCann Erickson, is running in magazines.
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