Pharmaceutical Executive
Ambien CR, the sleep medication that "helps you fall asleep fast and stay asleep" caught the eyes (and ears!) of consumers with, well, a rooster.
SILENCE YOUR ROOSTER
Saatchi & Saatchi Consumer Health + Wellness
BRAND Ambien CR CLIENT Sanofi-Aventis FROM LEFT: Andrew Curtis, copywriter; Jay Marrotte, art director
Ambien CR, the sleep medication that "helps you fall asleep fast and stay asleep" caught the eyes (and ears!) of consumers with, well, a rooster.
"The need for something that was symbolic came from the client," says Sergio Flores, associate creative director of Saatchi & Saatchi Healthcare. "We thought it would be interesting to take something that represents morning—a rooster—and have it come in the middle of the night."
DTC Ranking: Here's the year's most memorable advertising (Score based on recall 24 hours after viewing; 120=very strong)
A rooster (specially trained to stay up at night) assaults viewers with a series of antics—playing basketball, beating on drums, vacuuming—that gets consumers' attention by making them laugh. The 15-second spots, which mirror the myriad annoyances that keep people from falling or staying asleep, strike a personal chord: Whether it's worrying about a job, paying bills, etc., everyone has their own "rooster."
The spot teases consumers to visit Ambien CR's microsite, SilenceYourRooster.com. "We wanted to do it absurd, and blind enough so there'd be a better chance of getting people to go online," says Andrew Curtis, copywriter. "We wanted to create enough buzz and word of mouth to drive people to the branded microsite." In its first two weeks, the site received more than a million hits.
The Weight-Loss Gold Rush: Legal and Regulatory Implications
July 11th 2024Jim Shehan, chair of the FDA Regulatory practice, Lowenstein Sandler, discusses how the FDA and other regulators likely to respond to the increased public interest and potential off-label use of GLP-1 drugs, what needs to be done for GLP-1s to be covered, advice for investors and financiers considering entering the weight-loss medication market and more.
Healthcare Marketing Strategies for Reaching Diverse Audiences
May 14th 2024Amanda Powers-Han, Chief Marketing Officer, Greater Than One, and Pharmaceutical Executive Editorial Advisory Board member, discusses how improved DE&I in healthcare marketing strategies can not only reach diverse audiences more effectively but also contribute to improved patient care outcomes, challenges faced in crafting culturally sensitive messages, and much more.