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Beware a blond with a (soft) hard sell

More cringing — and possibly more explanation — is in store for parents watching TV with children when the latest Viagra commercials appear on screens.

Euphemistic and delicate phrasing about erectile dysfunction by an unseen narrator? Done and gone.

"So guys, it's just you and your honey. The setting is perfect," says the blue-eyed blond woman with the British accent as she lies on a canopy bed with a tropical scene in the background. "But then erectile dysfunction happens again. Plenty of guys have this issue — not just getting an erection, but keeping it. And you only take it when you need it. If ED is stopping what you started, ask your doctor about Viagra."

Viagra is the sixth-biggest revenue generator for Pfizer. The company apparently decided its previous advertising campaign, with scenes of rugged guys driving trucks or fishing boats, needed reworking.

Pfizer marketing vice president Victor Clavelli told Advertising Age that most of its previous TV ads involved "subtle innuendo."

Pfizer hopes the new ads will prompt men to ask their doctors about the condition — and prompt women to encourage their male partners to have such discussions.

"No one has taken directly the perspective of a partner and used that as a way to motivate men," Clavelli said. "We think we're doing that here."