Softening up the tone of ED ads. “A campaign for Cialis that begins Wednesday includes changes such as having an actual doctor appear on screen during the television commercials to recite the disclaimer warning about side effects. Cialis is sold by a partnership of Eli Lilly & Co. and Bothell-based the Icos Corp.

In altering its advertising approach, Lilly Icos joins Pfizer, the maker of Viagra, the leading brand among prescription treatments for erectile dysfunction. In November, Viagra commercials were refocused to take a more restrained approach that is centered not on the Viagra name but on urging men to ‘make the call’ and discuss impotence with their doctors.”