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By Ben Popken

In a first for Viagra, the makers of the little blue pill is popping out its first ad to feature just a woman.

The piece features a middle-aged woman with long blonde tresses and a flowing blue dress lounging on a bed at the end of a sun-drenched dock in the tropics. She stares into the camera and addresses the viewer directly.

"So guys, it's just you and your honey. The setting is perfect. But then erectile dysfunction happens again," she says, encouraging men to talk to their doctor about Viagra. "Plenty of guys have this issue -- not just getting an erection, but keeping it."

Not only is it the first Viagra ad to feature a woman, it's the first that uses the word "erection" instead of "ED" or "erectile dysfunction."

Gone are the dreamily rugged shots of a single middle-aged man getting stuff done, like building a fire, doing construction, or getting his hands dirty after hours at his factory. Those spots seemed to hint that Viagra would make sure nothing stood in the way of those men being self-reliant and industrious.

Should a woman appear, it was in the background. Or she was alluded to. For instance, in the image of a tent on a shore with a light burning inside.

So if there's anyone left on the planet who doesn't know what Viagra does, Pfizer want's to make sure they get the news.

The intensifying of the marketing message makes sense considering Viagra's patent expires in 3 years, along with its monopoly.

After that, generics will rush to the U.S. market fighting to undercut the name brand, which currently costs $35 a pill.