CAMPAIGN DIARY:

An interesting comparison of medical advertising from across the Atlantic: while Viagra will never be advertised to us Brits, our US cousins have much more luck.

An interesting comparison of medical advertising from across the

Atlantic: while Viagra will never be advertised to us Brits, our US

cousins have much more luck.



We spotted two ads for the impotency drug while browsing through a

theatre programme on a trip to New York. In a more literal

interpretation of ’it takes two to tango’, users are led to believe

they’ll be better dancers if they take Viagra.



It’s a great placement: the play was the provocative and magnificently

sexy Closer, in which each of the four characters sleeps with each

other, with the likely effect of leaving most of the audience feeling

overwhelmed and slightly inadequate.