Pharmaceutical Executive's Ad Stars - Pharmaceutical Executive


Pharmaceutical Executive's Ad Stars

Pharmaceutical Executive

Stopping Power


BRAND unbranded CLIENT Eli Lilly LEFT TO RIGHT: Amelia Rosner, copywriter; Cynthia Rothbard, art director

With its powerful images, to-the-point messaging, and ability to get consumers to self-identify, FCB's unbranded TV spot supporting depression awareness spread the word that there are both emotional and physical aspects of depression.

"People talk about the emotional side of depression or the biological elements—but no one talks about the painful physical symptoms," says Lilly's Ann Cunningham, manager of DTC for the depression treatment, Cymbalta (duloxetine). "Our goal with the campaign was to share the news that depression does have painful physical symptoms in a way that resonates."

The first step was to dispel the many myths surrounding depression. "People think they understand when and where depression hurts, but in reality, there is a bigger story that needs to be told," says Cynthia Rothbard. "It can hurt many people and in many different places."

To express this notion, FCB developed a comprehensive, yet simple and effective, tagline: "Depression Hurts." "It's honest and clear," says Amelia Rosner. "It doesn't overwhelm people with information—but it engages them."

There is also a real sense of authenticity to the TV ads, which feature a variety of people suffering from depression—from a man who winces as he grabs his shoulder, to a child watching his mother wearing a hopeless frown. "We wanted to portray real people," says Rothbard. "It was important for our audience to really be able to see themselves in these men and women."

Ann Cunningham
What did the client think?

Stacy Miller
"Depression looks like so many different things to different people. The challenge was to depict these people in an authentic way. The creative team did a great job of addressing that," says Ann Cunningham, manager of DTC for Eli Lilly's Cymbalta. "We made the TV portion of the campaign unbranded so it wouldn't distract consumers from our message. The public likes to hear news about their health and not necessarily about a drug right off the bat," says Stacy Miller, associate marketing consultant of DTC for Eli Lilly's Cymbalta.

Dignity Restored

GSW Junction 11

BRAND ReQuip CLIENT GlaxoSmithKline LEFT TO RIGHT: Richard Rayment, creative director; Liz Spencer, studio manager; and John Timney, creative director

A ds that appeal to our emotions can be very powerful. But they take innovation, a strong base of research, and ultimately, finesse, to create. That didn't slow down the all-star creative team at GSW Junction 11, which developed the "Hands" campaign to appeal to doctors' softer sides. The print ads feature close-ups of the hands of people with Parkinson's Disease, who, with the help of ReQuip (ropinirole), are able to do the most mundane activities. From wrapping a present to holding a baby, "the ads express the importance of being able to do the small, everyday things that most of us take for granted," says Richard Rayment.


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