Ad Stars - Pharmaceutical Executive


Ad Stars
Pharm Exec honors the most innovative, creative, and thought-provoking ads of 2006—and the people who created them.

Pharmaceutical Executive

Enter the Nasonex Bee, a charming animated brand mascot with a suave celebrity accent and a penchant for allergy education and encouraging patients to refill their prescriptions. Whether he's trying to overcome his own inflammatory dilemma or spreading the word of Nasonex (mometasone) to other needy sufferers, Monsieur—or is it Senior?—Bumblebee buzzes with brand recall, enabling Nasonex to rise above the clutter.

Featuring voice acting by Latin heartthrob Antonio Banderas, the TV spot was created using CG animation, a more realistic high-end computer rendering similar to that employed by movies like Toy Story and The Incredibles .

"We are delighted with how well BBDO translated our strategy into award-winning advertising," said Herb Ehrenthal, Schering-Plough's group vice president, global advertising and marketing communications. "Nasonex has seen significant growth, and this campaign has helped contribute to our success."

And at the end of the day, that's nothing to sneeze at.

Torre Lazur McCann
BRAND Evoxac CLIENT Daiichi Sankyo
CLOCKWISE FROM LEFT: Jennifer Wagner, account group supervisor, Mark Oppici, vice president group creative director, scientific communications, Marcia Goddard, senior vice president creative director, Jennifer Alampi, senior vice president creative director

Ads often appeal to emotions, but how many actually make physicians salivate? That was the response Torre Lazur McCann was aiming for in its targeted professional campaign for Daiichi Sankyo's Evoxac (cevimeline), a treatment for Sjögren's syndrome in which white blood cells attack the moisture-producing glands.

"The whole idea behind the campaign was bringing patient comfort to the surface—figuratively and literally," says Mark Oppici, VP, group creative director .

The creative team placed what must be the world's lip-smackingest watermelon under the banner "Mouthwatering Relief," and then balanced that visceral visual with the clinical data that juices rheumatologists.

"The product itself makes your mouth water," Oppici says. "It was a great marriage of a telegraphic and a linguistic message."


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