Planned Parenthood hasn’t missed a step in calling John McCain out on his so-called "Viagra moment."

Planned Parenthood Action Fund, the political and advocacy arm of the abortion rights group, has launched a 30-second advertisement of the Arizona senator’s long, awkward and, what they say, telling pause after a reporter last week asked him whether he thinks it’s fair that some health insurance companies cover the drug Viagra for men, but not birth control pills.

"I don’t know enough about it to give you an informed answer," McCain said after several moments of pounding silence. "I don’t usually duck an issue, but I’ll try to get back to you."

Reporter’s pounced on his answer, or lack thereof, because it came after one of his advisers and surrogate, former Hewlett-Packard CEO Carly Fiorina, pointed out to journalists in Washington that some women are frustrated that certain insurance companies pay for Viagra but not birth control.

"Let me give you a real, live example, which I’ve been hearing a lot about from women. There are many health insurance plans that will cover Viagra but won’t cover birth control medication. Those women would like a choice," she said.

But Fiorina’s birth control comments would lead one to believe that McCain, too, shared in that frustration.

Granted, McCain knows that anything he says on a controversial issue will be viewed as very reflective of his policy stance if elected to the White House, so he’s treading carefully. The Republican presidential hopeful tried to explain the apparent discrepancy between Fiorina’s contentions and his own position. He has voted in opposition to coverage for contraception during his time in the Senate, but the issue included using taxpayer money to promote emergency contraceptives.

A McCain campaign spokesman later said Fiorina was describing McCain’s "vision for choice and competition in health insurance." He said McCain will open insurance markets "for greater variety and competition, allowing women to choose policies that fit their needs. An example is the choice for women to dump a policy that only covers Viagra for a policy that covers their real needs."

Planned Parenthood’s ad is targeting women voters in battleground states, including Colorado, Iowa, Minnesota, New Mexico, Ohio, Wisconsin and the Washington, D.C. area.

"John McCain is out of touch when it comes to women’s health care," said Cecile Richards, president of the Planned Parenthood Action Fund, which officially endorsed Sen. Barack Obama last week.

Amber Wilkerson, a spokeswoman for the Republican National Committee, said: "These types of misleading partisan attacks won’t help women who are desperately in need of quality health care.

"John McCain’s plan will provide all Americans with choice and competition in health insurance, putting patients in charge of their own care instead of Washington bureaucrats."

Richards’ group is also sponsoring a "kNOw McCain" campaign that portrays McCain as having an "dangerously out-of-touch record on women’s health issues." Planned Parenthood has given McCain a zero rating – the lowest given in the U.S. Senate.