LILLY: RETA RETOS

Then, in a line that would be the parodied by late-night comedians, the announcer rattled off a long list of possible side effects, including erections lasting longer than four hours.The commercial generated a flood of complaints, many from parents who called the topic inappropriate for a show viewed by millions of children.

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Over the years, the ads have continued to generate sporadic complaints. In 2006, Barack Obama, then a U.S. senator, described himself as "a parent who has had to sit through uncomfortable Cialis commercials while watching television with my 7- and 4-year-old daughters."

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