Some of the best of DTC ads

Aug/15/2008 09:03

While I believe that a lot of DTC ads could be improved there are some DTC ads that I feel are very good. Here is a list of some the DTC ads that I believe are some of the best on air right now and are sure to continue to drive new Rx’s as well as educate and inform customers which, at it’s best, is what DTC ads should be all about.

Best TV DTC ads:

1. Neulasta- “I’m ready campaign”. A diagnosis of cancer no longer means a shortened life and the Neulasta “I’m ready” campaign helps people to say that I’m ready to fight this disease and do what is necessary to maintain my quality of health. The vignettes of people saying that they are ready gives quiet reassurance to patients and let’s them know that there is more that they can do while they are getting treatment to maintain their quality of life. Excellent campaign that is uplifting and supportive.

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2. Menactra- “This is what children with meningitis can look like”. There is nothing worse than a young life cut short by this horrible disease and this commercial informs and educates parents that there can be little warning when meningitis strikes. The DTC spot even educates parents as the potential risks of getting meningitis. As the word gets out more and more parents are going to be asking “what if...” and having the conversation with their doctors about this vaccine.

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3. Cialis- “Interruptions” Sometimes you have to take people by the hand to explain the product benefits. In a time pressed society the spots showing couples about to embark on a night of romance only to be interrupted by a car breakdown and a child coming home from school convey the clear benefits of 36 hours to the audience.

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4. Boniva- “Sally Field” - “Well that’s it I just took my treatment for osteoporosis and my doctor says it’s working”. Once a month Boniva benefits are clearly communicated in this spot numerous times. What could be easier than taking a tablet once a month?

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