The hard sell: Viagra makes TV debut in campaign from Y&R London

The first ever UK TV ad for erectile dysfunction medicine will be shown on Channel 4 tonight when a new ad for Viagra Connect makes its debut.

The spot, created by Y&R London, will be shown at 11.15pm, during Mo Salah: A Football Fairy Tale.

It tells the story of a couple moved to dance after Viagra helps them rejuvenate their sex life.

The spot was created by Josh Pearce and Sean Johnson and directed by Siri Bunford through Knucklehead.

The TV ad follows print and outdoor ads which launched last month.

A change in the law last year means that sildenafil – the generic name for Viagra – can now be sold in pharmacies without a prescription. Viagra Connect is the first product to become available in this way.

Aurore Bourdeau, senior brand manager for Viagra Connect at Pfizer Consumer Healthcare, said: "It is the first time this product has appeared on our screens and the first time any advertising for a medicine to treat the symptoms of erectile dysfunction has been shown. We hope that the ad will help to normalise erectile dysfunction and encourage men to seek advice and solutions."