Editorial: Viagra ad task will not leave an agency blue

If Pfizer is successful in its bid to get Viagra reclassified by the European Union as an over-the-counter drug, its adspend could become the biggest in the growing healthcare market.

Three million men suffer from erectile dysfunction in the UK, but only 10 per cent are seeking treatment for it. Here's a drug with a proven track record and a brand awareness that is second-to-none, thanks to a billion spam e-mails.

And what fun an agency could have with the account. Hopefully, Pfizer will steer well clear of the traditional routes for embarrassing conditions and follow the lead taken by its Canadian agency, Taxi, whose ads featuring the iconic blue pill bleeping out saucy diatribes are a refreshing change from those created by their disclaimer-hampered US neighbours.