BRAND Kapidex CLIENT Takeda
Abelson-Taylor was tasked with helping physicians differentiate Takeda's proton-pump inhibitor Kapidex from the seven other
drugs in the category—no easy task. The ad team decided to focus on the novel way Kapidex functions: It actually works twice—first
to alleviate current symptoms, and second as a delayed-release treatment for continued relief throughout the day.
FROM LEFT: Barry Levine, associate creative director, copy, Jeanine Koch, VP, account director, Rachel Lomasz, senior copywriter,
Jody Van Swearingen, creative director, Chris Belford, senior art director
From the origination of the concept, the ad always had a stomach as the main image. The workers entering as the second shift
of drug being released was there from the original sketches. This idea of depicting the stomach as a factory helped alleviate
some of the anatomical grossness of showing an internal organ.
SVP Stephen Neale explains, "You see some of those ads where they don't have anything in regards to the disease state. You're
not quite sure if it's a product or depression or heartburn. Then there's the reverse problem, where by putting it in there
it competes with all the same imagery. You then have to work hard to make it your version of the stomach."