Viagra 'Las Vegas' Ad Irresponsible, Group Says

AHF has announced a two-day media availability concerning the ad Pfizer Inc. is planning to run on national television Monday. The ad is for the erectile dysfunction drug, VIagra. During the NBC Nightly News, the campaign called "Viva Viagra" is said to show men in their 40's singing to the tune of the ever popular Elvis Presley hit "Viva Las Vegas".

The press release quotes Michael Weinstein, the president of the AIDS Healthcare Foundation as saying, "Pfizer is clearly dovetailing off of the city of Las Vegas' recent and enormously successful 'What Happens in Vegas, Stays in Vegas' campaign with its own new 'Viva Viagra' ad campaign." Weinstein went on to say, "Unfortunately, as far as Viagra is concerned, what happens in Vegas may NOT stay in Vegas when the use of Viagra as a party drug is encouraged with irresponsible ads like this-there is a real possibility of increased STD and HIV exposure a result of Pfizer's encouragement of the reckless use of its ED drug, Viagra. I'm disappointed that Pfizer keeps pushing the envelope, angry that the FDA would condone such non-medical use of the drug, and saddened that FCC continues to permit Pfizer to air such advertisements."

Viagra was patented as the first erectile dysfunction medicine in 1996 by Pfizer Inc. After approval by the Food and Drug Administration in 1998, it was the first in the United States. For two years (1999-2001) sales exceeded $1 billion. Credibility was lent to the drug with ad campaigns featuring such people as Bob Dole.

In 2003, two other drugs were released. Cialis, by Eli Lilly & Company, and Levitra, from Bayer AG, were in competition for those suffering from erectile dysfunction. Pfizer answered with a change to their ad campaign. The FDA sent Pfizer a letter warning that the ad featuring a middle-age man sporting a grin and devil horns did not contain enough information concerning the side effects and risks with Viagra. When the warning letter went public, Pfizer pulled the ads.

In 2006, AHF spoke out against the print ad Pfizer released for the holidays. The report says, "The ads, seen in The Wall Street Journal and The L.A. Daily News, among other publications, depicted a handsome, forty-ish male grinning knowingly at the camera with taglines, such as "What are you doing New Year's Eve?" and "Be this Sunday's MVP." The Aids Healthcare Foundation felt the ad was promoting unsafe sex practices by encouraging the use of the drug during the holiday season. The word "irresponsible" is used in the press release.

The press release also says, "AIDS Healthcare Foundation (AHF) is the nation's largest oldest and largest non-profit HIV/AIDS healthcare, research, prevention and education provider, currently provides medical care, including lifesaving antiretroviral treatment, and/or services to more than 50,000 individuals in 15 countries worldwide in the US, Africa, Latin America/Caribbean and Asia. http://www.aidshealth.org/ "

The scheduled media event has been listed as:
WHAT: Media Availability
AIDS Healthcare Foundation to Comment of Pfizer's Reckless
Advertising for Viagra, Which AHF Says Encourages Recreational
Use of the Drug and Contributes to Increased Rates of STDs,
including HIV

NOTE: Viagra Ad to premiere on tonight's NBC Nightly Newscast

WHEN: MONDAY July 23rd 2007 -- afternoon
TUESDAY July 24th 2007 -- all day

WHERE: AIDS Healthcare Foundation-Administrative Headquarters
6255 Sunset Blvd., Suite 2100, Los Angeles CA 90028

WHO: Michael Weinstein, AIDS Healthcare Foundation President
Whitney Engeran, III, Director of Prevention for AIDS Healthcare
Foundation

HOW: Telephone or Interview (by appointment)

Contact numbers are listed as:
Ged Kenslea, AHF Communications Director, +1-323-791-5526
mobile, +1-323-860-5225 work (Los Angeles),
gedk@aidshealth.org+1.323.377.4312, or Lori Yeghiayan, AHF Associate
Communications Director, +1-323-377-4312 mobile, +1-323-860-5227 work (Los
Angeles), lori.yeghiayan@aidshealth.org, both of AIDS Healthcare
Foundation

Source: PR Newswire;Pfizer's Viva Viagra Ads Promote Party Use