Grey Amends Tag in New Cialis Spot

NEW YORK Eli Lilly will run a new 60-second spot for its Cialis erectile dysfunction drug tomorrow during the CBS Evening News that positions the product as ideal for weekend use, the company said.

The tagline is changed slightly from the first work, which asked, “Will you be ready?” to the encouraging, “You can be ready.”

Created by Grey Global Group’s Grey Worldwide in New York, the spot opens with a couple swimming at night in a pool, segues to a scene of another couple dancing and then switches back to the first pair getting dressed in the morning.

A voiceover explains that “sometime between Friday’s midnight dip and breakfast on Sunday the moment may be right. And you can be ready with Cialis.” The drug is the only one clinically proven to work fast and last up to 36 hours, according to the spot.

The 60-second spot broke on cable in the first week of August and a 15-second version premiered Aug. 5 on network TV. Both will be rotated in the media buy on prime time and sports shows. Print for Cialis debuts in the fourth quarter.

Cialis, targeted at men 40 and older, is a joint venture of Eli Lilly and ICOS. The company introduced its first work for the drug in January and spends an estimated $100 million in marketing and media on the brand.