MarketingRx roundup: Pfizer presses Comirnaty case for teens in new commercial; Idorsia debuts Olympic skier ad
23 Aug 2022
VaccineEmergency Use AuthorizationCollaborate
Pfizer and BioNTech are promoting their Covid-19 vaccineCovid-19 vaccine Comirnaty with a focus on teens in a new national TV ad that takes an empathetic tone with the younger demographic. The ad opens with a voiceover: “The last two years have been hard on everyone. And teens are no exception,” as a video of bored-looking teens shows them alone wearing headphones and sighing, staring at a phone or playing a video game.
Then the video turns upbeat as the narrator offer “welcome news for parent” with the Covid vaccine approved for 12-15-year-olds. Teens in the second half of the ad play games, dance, play sports, cook, eat and go to school — no longer alone but together.
While the biopharma partners haven’t pushed the brand name Comirnaty much in past advertising — partly because the vaccine only had emergency use authorization for its first eight months on the market — the new TV ad highlights the name.
“Our vaccine named Comirnaty is now FDA approved for ages 12 and up,” the narrator points out near the end of the spot.
Olympic winner and Quviviq ambassador dodges pushy reporter, workout instructor and more in first TV ad
Those “things” take actual form as a business manager who slides up with a 114-page contract to sign, a mini workout instructor shouting “it’s workout time,” a reporter who pops out of an armchair seat with a microphone to ask “just a couple dozen more questions,” and flight attendants who remind her to pack for a next day flight.
Then as a voiceover talks about the Quviviq risks, a well-rested Vonn is shown walking her dogs and hanging out at the park. The ad ends with Vonn telling viewers to ask their doctor if Quviviq “is right for you.”
Pharma ad spend drops slightly year over year, amid double-digit declines in other industries
Pharma advertising has dropped 3% since the beginning of the year, but compared to other industries, that small decline looks pretty good. That compares to the tech sector’s 31%, general business’ 28% and media and entertainment’s 23% slump so far this year in tracking by the Standard Media Index.
The 2022 decreases came amid a particularly low-spending July, marking the largest downturn in two years. Overall ad spending dropped 12.7% which was the first double-digit decline month over month since July 2020, according to Mediapost analysis.
Ogilvy award finalists include BMS and several OTC brands among top ranked ads
Two ad campaigns from Bristol Myers Squibb — one for multiple sclerosis brand Zeposia and another HCM awareness campaign — are among the more than 30 finalists for the Advertising Research Foundation (ARF) annual recognition of advertising effectiveness.
Named for legendary adman David Ogilvy, the winners, who will be announced at an ARF event in October, represent the best of the best in research and insight-driven ads. Two additional OTC brands both from Sanofi consumer healthcare groups, arthritis pain relief cream Aspercreme and allergy med Xyzal, also ranked in the finalist group of best-ranked campaigns.
J&J’s Janssen expands series on pulmonary hypertension for specialty nurses
Johnson & Johnson’s Janssen pharma division debuted its second “PHrontline Conversations” for nurses specializing in pulmonary hypertension (PH) and pulmonary arterial hypertension (PAH). The latest Facebook event discussing strategies to keep patients engaged and empowered in their care, is available for rewatch on J&J’s HCP PH webpage. Janssen VP of marketing in PH Howard Reid moderates the discussion with two nurses and a patient advocate.
Novo Nordisk employees gather at Copenhagen Pride parade
More than 500 Novo Nordisk employees, family and friends joined the Copenhagen Pride parade this past weekend. The parade caps the week-long festival that is Denmark’s largest annual human rights festival.
The Novo Nordisk corporate LinkedIn account posted about the event as did its CEO and president Lars Fruergaard Jørgensen who included a photo of him at the event. He wrote, “We are together today to celebrate our differences, to acknowledge the importance of being respected for who we are, and to share the happiness and love. #novopride”
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