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KEEPING UP: The revolutionary pill that helps a lot of men with erectile dysfunction is celebrating its 10th year anniversary today. Click here to read the story

IT is not everyday that drugs get celebrated, but today we glorify the 10th anniversary of a drug that has transformed the lives of millions and changed the way the world thinks about sex forever. Yes, we are on about Viagra.

This magical blue pill is a blessing for many men with erectile dysfunction (ED).

The birth of this wonder drug saw an end to erectile dysfunction treatments like fitting implants directly into the willy and self injection.

"We discovered the mass production of penicillin, yet it was Viagra that put Pfizer on the map," admits a representative of the pharmaceutical company in an online interview.

But impotence is such a tricky issue for men.

So sensitive that American Idols judge Simon Cowell refused profusely when Viagra asked if he was interested in being the new face man for the erectile dysfunction drug. Despite the R10.5 million offer to tote the pills.

His agent apparently rang him and said, "You've been offered an incredibly big deal. It is to be the face of Viagra."

But Cowell slapped him with a straight to the point response. "Sorry, but that has to be a f*cking insult," he said.

Could he have been referring to the money or the offer?

Even though Cowell is in his late 40s, he still has a hot young number for a girlfriend under his belt - a clear indication that he is on fire in the bedroom.

Cowell is not the only one Viagra got on the wrong side of.

Lisa Marie Presley was spitting fire after learning her late father's hit, Viva Las Vegas, was the theme to a TV campaign for the sex drug. Presley was angry because what it translated to was that The King understood the frustrations of erectile dysfunction.

But people like legendary football player Pele, were not too shy about putting their face on such campaigns. He headed a men's health campaign about erection problems with 75 year old former US Presidential candidate Bob Dole. Now that must have been a hard one to pull - no pun intended.

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