by STAFF WRITER

Canada - Cialis, the new anti impotence drug and alternative to Viagra, has commenced its advertising penetration of the Canadian ED Pill market through the use of closed captioning on "a variety of TV programs."

The TV adverts that appear on viewer screens "were pre-cleared through the appropriate regulatory bodies," according to the Cialis drug's makers, Lilly Icos. The closed captioning for the hearing-impaired, started on Valentine's Day, is in the nature of foreplay for a swelling TV media presence, which a spokesman for ELI Lilly says is in direct contrast with the musical happy-go-lucky commercials employed by Viagra.

Cialis is emplying a way different approach than the Viagra man, said a spokesman.

Cialis uses a much more intimate approach to erectile dysfunction - a more soft-spoken one, about sexual relationships (rather) than Mr. Happy Go Lucky.

The Cialis TV adverts followed a statment by the Federal Court of Canada which denied Pfizer Viagra Canada's attempt for a court injunction to block the Lilly Cialis drug.

After Health Canada approved Cialis in September of 2003, Pfizer alleged it infringed on Viagra's patents.

ELI Lilly noted that the impotence treatment Cialis - which has effects that are said to last some 36 hours as opposed to four to five hours for "Pfizer's Brand Viagra" - has often prevailed in similar patent court cases in th UK and across European countries.

Cialis Drug Increases its TV profile with the hard of hearing
 
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