Pharmaceutical manufacturer Pfizer has pulled out of plans to continue running Viva Cruiser, an advergame designed to promote the company's popular erectile dysfunction drug, Viagra.

According to Multinational Monitor, the Food & Drug Administration (FDA) nixed Pfizer's online game which had been appearing on Forbes.com. Viva Cruiser was quietly withdrawn in September:

The video game was pulled shortly after Pfizer removed a video ad from CNN.com, which aired without required warning messages. “The video is misleading because it makes representations and suggestions about the use of Viagra … but fails to disclose any risk information for the drug,” the FDA wrote in its warning letter to Pfizer.

Pharma Industry describes the gameplay aspects of the now-flaccid Viva Cruiser:

Players are instructed, “You’re about to take your partner on a romantic getaway. Pick up a few things on the way.” Players must then guide a motorcycle rider down a desert road picking up gifts for a date and avoiding orange hazard cones. The gifts include roses, scented candles, gift boxes — and of course little, blue, diamond-shaped pills.

As the game progresses, players get points for running over gifts and are penalized for hitting the orange cones. As a stopwatch counts down the available gametime, Pfizer’s “Viva Viagra” theme song can be heard in the background...

(The game isn’t likely to threaten Grand Theft Auto. In only three attempts, I doubled my points from an initially disappointing 27 to a more robust 47.)