Viagra Ads Go Straight Over My Head

On a news website today, I was intrigued by the first frame of a Viagra ad:

I stared at it for a while, completely baffled as to what this had to do with Viagra. As a person who spent the first part of my adult life buried deep in academia, I can't turn down a good quiz, and this whole thing felt like a puzzle. How the hell is this related to ED? "You've installed windows before" = "You've gotten an erection before"; "But never on the roof" = "But now you can't anymore"? I didn't see the connection. At all. I reasoned that if indeed there was any metaphor to be found, it would surely be meant to convey that this is a problem the man cannot solve alone, and he should turn to his doctor. So the correct answer is obviously "call a professional"...

FAIL!

I was wrong. The Viagra people did NOT want these men calling professionals to solve their problems! They want these men to clamor onto the metaphorical rainy roof of their sexual dysfunction and confront it on their own! Sure, they might fall to their deaths trying to install the skylight of their virility, but by God they should climb the ladder of stoic self-sufficiency to the non-apex of their genitals and get to work! I clicked "install the skylight"...

YEAH! Why start now? You have a medical condition that could indicate anything from depression to dangerously clogged arteries, and it's nobody's damn business but your own! So fix it yourself! Get up there and, um, install that metaphorical skylight in your junk! Or something! Maybe get some sort of pump? Though I don't see how that helps the Viagra people. Is it me or is this metaphor just not working AT ALL?

...wait, so now the message is "Fix it yourself! Call your doctor!"? The "call a professional" option was right all along? Help me out here, people. This makes no sense.

I guess this is one of those cases where no one in the marketing department is bothering anymore. It's not like there's anyone in the Western world who doesn't already know what Viagra is for, and the market for it certainly isn't going anywhere. The head of the advertising department came into the meeting and said, "OK, so we'll open with an image of a roof and some text that says 'You've installed windows before. But never on the roof'..." And then the CEO said, "Whatever, Bob, sounds great. Just make sure it says VIAGRA all over the internet. I don't really care how you do it."