The impotence drug Cialis is returning for a second round of advertising on this year’s Super Bowl, the most-watched U.S. television event, with a 60-second commercial showing flirtatious moments between middle-aged and elderly couples.

Cialis, which is marketed jointly by Eli Lilly and Co. and ICOS Corp., made its marketing debut during the championship football game last year by showing a couple relaxing in his-and-hers bathtubs at sunset.

Rival impotence drug Levitra, marketed by Bayer AG and GlaxoSmithKline Plc, also launched advertising during the 2004 Super Bowl as both drugs prepared to challenge category leader Pfizer Inc.‘s Viagra.

Cialis in particular drew criticism last year for its ad by citing an erection lasting more than four hours as a possible side effect during a televised event popular with adults and children alike. A spokeswoman for ICOS said the same warning would appear during the commercial this year.

“It is a very rare occurrence, but it’s important that people know about it,” said spokeswoman Lacy Fitzpatrick.

The new commercial features a silver-haired couple exchanging kisses, as well as other couples of various ages in playful or romantic settings, to the tune of the 1960s song “Be My Baby”. The Fox television network is charging as much as $2.4 million for a 30-second spot during this year’s game on Feb. 6.

“This year, we’re back because of the great success we’ve had with Cialis,” said Matt Beebe, U.S. brand team leader for Cialis. “More than three and a half million men worldwide have tried Cialis.”

Sales of the impotence treatment totaled $153 million in the fourth quarter of 2004, a slight decrease from the third quarter due to wholesaler stocking patterns, Eli Lilly said on Wednesday.

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SOURCE: American Journal of Public Health