When asked how the agency chose the moth, it said it was a matter of course: Luna moths are one of the few creatures of the
night that aren't spooky, scary-looking, or loud. In fact, they're quite beautiful.
Certainly, the consumer ads have resonated with consumers. The TV spot ranks as the best-recalled ad of 2005 (see "Most Memorable
DTC Ads," left). But the agency brought that unique branding and visual sensibility to all physician touchpoints through an
aggressive advertising campaign that moved the needle on market share.
In fact, Sepracor spent more than $10 million on professional advertising in 2005, compared with just over $4 million for
Rozerem, according to PERQ/HCI. However, it maintains that it has seen a healthy return on that investment: In 2005, the drug
captured a 7.7 percent share of the sleep market, according to IMS.
Further, because the moth imagery appears consistently in both the DTC and professional campaigns, it has come to embody the
"It's amazing how quickly the icon has emerged as a powerful and enduring symbol," says Tracy Blackwell. "It helps Lunesta
stand apart in a crowded marketplace."
BBDO New York
BRAND Malarone CLIENT GlaxoSmithKline LEFT TO RIGHT: Scott Carouge, creative director; Ed Maslow, senior creative director;
and Dan Sullivan, senior copywriter
Malaria exists, even where most travelers think it doesn't. "You'll find malaria in the most idyllic and beautiful places,"
says Scott Carouge. Certainly, malaria is the most prevalent in Africa, but the reality is malaria exists in more than 100
countries. From the lush jungles of Central America to the serene beaches of Southeast Asia, flesh-hungry, malaria-infected
mosquitoes have infiltrated many of our favorite vacation spots.
To better inform travelers, the BBDO team created a campaign for Malarone (atovaquone/proguanil) featuring a glossy image
of paradise. But they also inserted a dose of reality—a tiny mosquito on a sunbather's toe and a yellow sign signaling caution.
The ad was not intended to scare consumers, Carouge says. "It was meant to make consumers wiser and smarter about the disease
and more protectful of themselves," he says.
"When they're in a hammock on the beach, they are not thinking about malaria," Carouge says. "Their minds are in a totally
To Itch His Own
BRAND Protopic CLIENT Astellas LEFT TO RIGHT:Dean Tepper, senior vice president, group creative director; David Sonderman,
senior vice president, creative director; Katie Beller, associate creative director; and Kelly Seymour, group art supervisor
GSW found that many doctors don't take eczema seriously. "Doctors determine whether the eczema is mild or severe, but they
may not understand that even having a mild case of eczema can be very annoying and embarrassing," says David Sonderman. And
that affects how often they're willing to prescribe a medication to treat the disease.
GSW created an empathic campaign to sensitize physicians. For a child, "a small patch of eczema becomes a big deal if it makes
the child bleed and cry all night," he says. The ads also addressed how the condition can make adults feel self-conscious.
"We wanted to find a moment where it would be particularly embarrassing for someone to scratch his back," he says. A job interview
wholly captures that moment.
Greater Than One
BRAND Strattera CLIENT Eli Lilly LEFT TO RIGHT: Tae Sayama, associate designer; Amanda Powers, director of account services;
Wanda Lau, art director; and Marc Baller, copywriter
The Web used to be a peripheral element in the media mix, with TV scooping up most of the DTC dollars. But even now that companies
are paying more attention to the Internet, few have been brave enough to make it the focus of their campaigns. But the campaign
for Strattera (atomoxetine) made the jump, and in the process, educated adults about attention deficit disorder (ADD).
"Because we had such a strong goal of driving people to the Web site, we wanted to make sure our creative executions inspired
them to do just that," says Amanda Powers.
Greater Than One created a Web banner that depicts the Mona Lisa, which starts to deteriorate into an unfinished sketch. "We
wanted to take something that symbolized a great accomplishment and imply that the condition could be a barrier to achieving
this masterpiece," says Powers.
The banner drives visitors to an online screener to determine if they have ADD symptoms. Sixty-two percent of visitors completed
the screener, and more than 750,000 new patients have been diagnosed and treated since the campaign's launch.
Hard Times, Soft Sell
RTC Relationship Marketing
BRAND Levitra CLIENT Schering-Plough LEFT TO RIGHT: Freddie McKenna, associate creative director; ROB ULLIMAN, VP, creative
director; and Matt Connor, executive creative director
To soften the hard-to-tackle issue of erectile dysfunction, RTC Relationship Marketing decided to try a new tactic in the
category. "You can have a very different conversation about ED in animation—you can say a lot of things you couldn't with
live people," says Rob Ullman.
"Cartoon characters create a comfortable distance from reality," says Freddie McKenna, who mentions that some people may even
feel uncomfortable seeing an actual couple in bed. "It takes the onus away from them and gives them a reason to go to their
Feeling the Burn
BRAND unbranded CLIENT Tap Pharmaceuticals LEFT TO RIGHT: ANDY SPITZER, SVP, group creative director; Randall Montgomery,
art director; and Dennis Leahy, associate creative director
Talk to gout patients, and you're likely to hear the same descriptions GSW Worldwide did when researching the painful joint
disorder—somewhere between "feels like needles poking at your joints" to likening the disease to a "burning sensation."
The GSW creative team used those consumer insights to create unbranded gout ads, which feature three pairs of feet. However,
in each ad, one foot takes on an alarming form: a cactus, a blowtorch, and five dynamite sticks for toes. "We wanted to use
strong, simple images that represent the unique pain that gout patients feel," says Randall Montgomery.
Intriguing Icons 2005