Viagra commercials are generally awful, particularly the "Viva Viagra" ones with the guys sitting around grinning widely as they play music and sing about their erections. (The best thing about those ads is the name Copyranter gave the band: the Whiskey Dicks.) Cialis ads are no better. Maybe it's just because E.D. advertising is so wretched, but the new Viagra spot above, from Z Publicidad in Mexico, is pretty decent. It actually has an idea—it takes its characters back in time, all the way back to the first time—and strikes a decent, non-off-putting balance between romance and passion. By the end of the spot, the couple appear to be in their late teens. Go back any further, and they'd be in a JC Penney commercial.

—Posted by Tim Nudd