Eli Lilly’s Cialis Returns to Super Bowl

NEW YORK Eli Lilly’s Cialis is returning to the Super Bowl with a 60-second spot that features The Ronettes’ 1960s hit “Be My Baby,” the client said today.

The New York office of Grey (soon to be part of WPP Group) introduced the erectile dysfunction brand from the Indianapolis-based client on last year’s Super Bowl and also created the latest spot.

The new ad features scenes of mature couples (40 and older), including senior citizens. Each couple is seen cuddling in a red chair set on an open field of grass.

As in earlier ads for the brand, the message remains the same: Cialis lasts up to 36 hours, giving men more time to be intimate with their partners.

In a statement, Cialis U.S. brand director Matt Beebe said the Super Bowl is the highest profile event for the category’s target audience. “More than three and a half million men worldwide have tried Cialis,” he said. “Men who have ED and their partners tell us that the benefits of Cialis are important to them, and they relate to the couples featured in our commercials.”

The client spent $130 million in U.S. paid media during the first 10 months of 2004, according to TNS Media Intelligence/CMR.

The average cost of a 30-second spot on this year’s Super Bowl broadcast is $2.4 million, up slightly from a year ago.