Pfizer Consumer Healthcare has released an ad to promote its Viagra Connect product. Created by Y&R London, the advert will first air on national terrestrial TV on Thursday, 24 May, on Channel 4 at 11:15pm. The airing marks the first time that an advert for a medicine to treat the symptoms of erectile dysfunction will be broadcast on British television. Approximately 21% of men in the UK suffer from erectile dysfunction, which is equivalent to an estimated 4.3 million men in the UK. Despite the high prevalence, 44% of men with erectile dysfunction aged 40 and over have not sought medical help.The ad tells the story of a man who is moved to dance after getting his love life back on track. This is a story of a couple reconnecting as much as it is about his new-found sense of vitality, and his wife joins him in his dance. It is set to the joyful, uplifting track Make me Smile (Come Up and See Me)’ by Steve Harley.CreditsAgency: Y&R LondonChief Creative Officer: Jon BurleyCreative Director: Jim BoltonCreatives: Josh Pearce, Sean JohnsonExecutive Producer: Quiche CampbellProduction Assistant: Emily Brownlow Business Director: Ben Van der Gucht Account Director: Marta Jales Account Executive: Karolina Dovgialo Production Company: KnuckleheadProd company producer: Matthew BrownDirector: Siri BunfordDoP: Alex BarberSound: Wave, Dugal MacdiarmidPost production: MPC, Amy Richardson Edit: Xavier Perkins, Studio XMusic: Dan Neale, Native