Pfizer is working on a new DTC campaign for Viagra that will include branded television advertising, the drug firm says. The top-selling erectile dysfunction drug, currently advertised through the unbranded “Make the Call” direct-response TV ad, is expected to get a new branded TV spot as part of a campaign in development, said spokesperson Alison Lehanski. In doing so, the drug would join challenger Levitra, which this month returned to branded TV with a new 60-second spot designed by BBDO. Levitra is co-marketed in the US by GlaxoSmithKline and Schering-Plough, and the companies have been running a direct-response TV spot since December. The new commercial is the first Levitra branded TV ad since mid-2005, while Viagra has not aired branded spots since 2004. Pfizer’s DTC agency of record is McCann HumanCare.