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The new commercial from Viagra is … There are so many words to choose from that would perfectly fit the description: irritating, embarrassing, awkward, and disturbing.

There I was, watching some post-season Major League Baseball, all alone, in my basement (okay, man-cave) doing my homework when this tall blonde British woman starts looking me in the eye and telling me how I should consider consuming pills that help me get… okay you get it. It’s a commercial for Viagra and it’s among the most uncomfortable of all the commercials I’ve endured in 28 years of life on earth. It didn’t just show once. It showed at every single commercial break. I literally paused the game for 20 minutes just so I could skip the commercials, all of them.

During our country’s “national pastime” no less. I just happened to be alone but could have been watching the Royals kick some butt with my wife and kids. I thought it was bad two years ago when Beyonce attempted to seduce me on stage at the Super Bowl. I wrote about that as well.  As if that wasn’t awkward enough with my wife sitting next to me. That 14 minute show of Beyonce was nearly trumped by this slowly dramatized plea.

The imagery is smart: a tall, gorgeous, sexy speaking blonde looking me right in the eye, softly telling me ‘You need to be “ready”. And you can be if you just swallow these pills.’

It’s a commercial, but just imagine she was a street vendor and I’m at the baseball game, live, with my family. Imagine after the third out and the players change for the inning, this woman gets on home plate with a microphone and says, “Men, that woman sitting next to you, your hunny, you disappoint her when you can’t get an erection. I’m here to help. See me at the Viagra stand and you and I can chat about how to solve this relationship-plague.” That’d be going way to far, right? What makes the woman on the television acceptable and a woman in real life saying these things unacceptable?

The commercial goes something like, “Guys, it’s just you and your honey, the setting it perfect.” What the commercial is really saying is, “It’s just you, your hunny, and me, he’s thinking of me.” The commercial is a hardly subtle change from the normal “ED” ads featuring couples flirting, to a lone woman on a beach and then in a bed, girlishly shrugging her shoulders and bouncing her eyebrows while using the word “erection.”

This isn’t even the low part. Sex sells, we know that, but this company is the first to pair sex with something else: guilt. They do this intentionally and it’s actually targeting both men and women, using mutual interests against the other’s conscience. The commercial is essentially saying ‘your woman is disappointed that you can’t get or keep an erection, and you need this to make her happy.’ And to women, it’s saying, ‘look, you deserve this, buy these pills and have a better life.’

It’s getting harder and harder to justify watching TV. I’ve never been a real junky for shows, but I have been a sports fan for a long time and it’s getting more difficult to endure this sort of thing. It should go without saying, but I’m glad my boys weren’t up to watch this with me. They’re so young, but I can’t even imagine what it’s like to raise a 10-year-old, or a 13-year-old and have that happen.

This commercial goes far too far and it should be removed.