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My, how television commercials have evolved

By Christy Reynolds

Contributing Writer

Saturday, June 30, 2007

The scene is an ordinary bar, filled with singles looking to make a connection. The women are wearing their Friday best. And the men are pigs.

Really.

In the new commercial for Trojan condoms, beer-swilling swine are transformed into attractive men upon their purchase of a condom from a barroom vending machine. The accompanying slogan is "Evolve: Use a condom every time."

The cheeky commercials aren't especially scandalous. Ads for Axe body spray feature more sexuality than Trojan's latest campaign. But the prophylactic manufacturer's "Evolve" spots have been banned by CBS and Fox.

Trojan's previous ad campaign, which promoted condom use because a partner may be HIV-positive, was accepted by the networks. In a letter to Trojan, Fox said it rejected "Evolve" because "advertising must stress health-related uses rather than the prevention of pregnancy." (To paraphrase "The Daily Show's" Jon Stewart: "Pregnancy isn't a health issue. Except for women.") CBS called the ad "not appropriate," even for its rowdier late-night audience.

Given the efforts of Fox and CBS to eradicate nonhealth-related sex-aid advertising from their rosters, the logical next step is for the networks to block those Levitra commercials that are broadcast frequently throughout NFL games.

Makers of Levitra, the prescription pill for erectile dysfunction, plunked down an estimated $20 million over three years to advertise during the NFL regular season. (Super Bowl ads, of course, command their own ransom.)

Commercials for Levitra feature a "flame" logo that looks like a barely abstract representation of female anatomy. But Levitra's most brazen tactic was a spot featuring a man who is trying to toss a football through his front-yard tire swing. At first, the ball bounces off the edge of the obstinate swing. But finally our hero scores. And scores again. He is then joined by his improbably hot wife, and the two head inside for a private game of catch.

In March, the NFL decided to end Levitra's sponsorship deal. An NFL spokesman said "the ads shifted from men's health to a performance, lifestyle issue."

So while there will be no more "Levitra NFL Play of the Week" in the coming football season, the company is still free to advertise during games broadcast by Fox and CBS — the only two networks to shun Trojan's "Evolve" campaign.

Because ED isn't a health issue. Except for men.

Contact Christy Reynolds at christy reynoldsddn@yahoo.com.

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