Bob Brody: How I got 'Iron Mike' Ditka to talk about an erectile dysfunction drug

GlaxoSmithKline and Schering-Plough are preparing the launch of Levitra, their erectile dysfunction drug, and they brought in a high-profile celebrity spokesman: former Chicago Bears star and head coach Mike Ditka. The $7 million account was designed to challenge male stigma around seeking treatment. With Viagra already five years earlier and Cialis debuting in 2003, Levitra faced competition. To set the media narrative, Ditka was interviewed by a public relations agency that—after deciding the assignment should be handled by a man—selected Bob Brody. Brody describes how, once Ditka invited questions on speakerphone, Ditka calmly shared his own ED story.