Levitra and Viagra now have new campaigns that forego the provocative in favor of depicting erectile dysfunction as a medical condition, not simply a lifestyle concern. The commercials are recognition of the prior approach's failure to expand the market, as well new guidelines adopted by the industry in January to address critics' concerns and improve ads' accuracy.

Viagra's new ad, launched on Monday, leads with a frisky couple, then a doctor surfaces to explain the drug's risk and benefits. Levitra's commercials, which have been airing since March, focus on how diabetes and high blood pressure can lead to erectile disfunction. Meanwhile, a Cialis campaign started in January but it similar to earlier efforts focused on its ability to last for 36 hours.

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