For Art’s Sake

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Creative Review

This ad is a stopper — but not in the conventional sense.The unflinching in your face attitude of the copy grabs the reader’s attention and captivates him to read the entire page. This effect is successful because the information is new, interesting, and succinct. Rarely, does an ad accomplish so much in so few words. In less than 10 seconds, the copy provides the emotional, clinical,and practical “so what” of Simulect to help change the reader’s immuno suppressive therapy mindset. In addi tion,the concise body copy provides the convincing proof steps to cata pult the physician from awareness to action.All this is accomplished in text that’s shorter than today’s typical product positioning statement. What I really like about this ad is the way it delivers the call to action happy itsoverwithbut I’mstilla littlescared look. Only later do you notice the postsurgical scar and you’re glad that the art director didn’t destroy the credibility of the photo graph by making it too prominent. There’s something else that really sets this ad apart — no fingerprints.Missing are the telltale signs of cre ativity by committee, regu latory’s watereddown claims, product manage ment’s feature and benefit laundry list, and creative direction’s larger than life graphic. Instead there is a mindset altering execution. While looking through dozens of journals I didn’t think I would find an ad worth writing about. I thought I might have to write about a classic ad or international promotion.This ad stopped me. Con gratulations to the agency for doing their homework and understanding the market and congratulations to Novartis for having the guts to run a great ad. Kevin Dolan,senior VP, creative director,Goble & Associates, Chicago,a fullservice, healthcare advertising agency,congratulates the agency and the client for pushing the envelope. Brand:Simulect Client: Novartis Transplantation and Imunology Debuted:September 2000 Agency: Interlink Healthcare Communications,an Integrated Group Company Art: Jon Male Copy:David Verdon Photography:Chuck Kuhn Creative Direction: Ben Ingersoll/ Jon Male Simulect — it shouts it. Pretty amaz ing when most agencies and marketing teams shy away from this approach for fear of insulting the physi cian by implying “bad doc tor.”This creative approach is something you would expect to see in consumer advertising. It creates an exciting brand personality that simultaneously addresses several buying decision hotbuttons:ego gratification (this drug could improve my success rate), alleviate patient suffering (the patient has been through hell, let’s make sure it’s not for nothing),and simplicity (only two doses, I can do that). The subtly of the design is what makes this ad so effective.The softer sepia photography of a realistic patient helps balance the aggressive copy and acknowledges the complexities of the physician’s and patient’s worlds.By avoiding the “happy patient”shot that is so prevalent is today’s promotions,the ad comes off as more credible and intrigu ing.The expression on the boy’s face captures the realities of a transplant patient’s life: the I’m Kevin Dolan This ad is a stopper. implicity can often be mistaken for lack of creativity. This month’s three ads belie that notion. Each ad in its own way is impactful without being bogged down by an extraneous use of visuals and or hypedup copy. For example, what could be more simple than an apple? Yet, the creative team at Sudler &Hennessey took the apple, and through a sophisticated branding strategy, created a longlasting campaign. Similarly, ad execu tives laud the simplicity of the 1950 campaign for pyribenzamine expectorant. The use of white space, the lack of visu al elements — other than the clever use of typography — and sim ple text are good examples of less is more. And, InterLink Health care’s ad for Simulect addresses a complex medical condition using succinct verbage — including the emotional, clinical, and practical aspects of the product — calling physicians to action. S


Creative Review

It’s often the greatest work that, once completed, looks so simple that the genius behind it is underestimated. Certainly this is true in advertising, and represented effectively by this timeless example. If Herb Lubalin tried presenting this ad today, he’d likely be asked: “Where are all the fancy colors?”“Where are all the other great claims about the brand?”“ Where are the charts and graphs?“ “Why is all that white space being wasted?” “Where’s the special But it’s just an apple.This campaign went from being “just an apple”to the “Rocephin apple”a long time ago. I appreciate the clarity, simplicity, and discipline it took to build this brand. According to Linda Ciccarelli,VP and media director at Sudler & Hennessy, NewYork,every aspect of Rocephin’s branding is surrounded by that apple. In 1985,when this cam paign launched, frequent campaign changes were common with the changing of agencies,creative teams,or product managers. Today, branding is a powerful weapon to be used against price erosion and competitive parity, Brand:Rocephin Client: HoffmannLa Roche Inc. Debuted:1985 Agency:Sudler &Hennessey Art: Arthur Kaufman Copy:Diane Cooney Rocephin Brand:Pyribenzamine Expectorant Client: ParkeDavis Debuted:Circa 1950’s Agency:Sudler &Hennessey Creative Director: Herb Lubalin Pyribenzamine Expectorant insert paper stock?”“ Where’s the logo and why isn’t it bigger?” “Where’s the smiling patient?” Today, there are more decision makers (at client and agency),more stock books,more MAC special effects … and less of a chance to have a focused, impactful ad ever make it to print. When an ad is flooded with seas of generic images and oceans of subjective critics, it’s easy for the most inspirational idea to be watered down. Ultimately, brilliance requires the ability to resist the desire to take every opinion,use every photo and graph,and to write every conceivable bullet point. Because in the attempt to say every thing to everyone, advertising will inevitably say nothing. Nick Manganiello and Joe Renzler,executive creative directors at Medicus NY,a fullservice healthcare advertising agency take the stand and the Rocephin campaign demonstrates that brandbuilding works in the pharmaceutical busi ness. The Rocephin ads have never been bogged down by excessive copy.Onceaday dosing was, and still is, the main message.Sticking with a message takes discipline, but most importantly, it takes results — millions of vials of Rocephin have been sold and the product has enjoyed years of leadership in a market where new competitors regularly take a shot at the top. It’s not a dancing body organ,an intergalactic space warrior, or a sweet older person brought back from the edge of death — it’s just an apple. But after over 14 years, it’s becomeThe Rocephin Apple, one of the only longterm branding success stories in our business. Randy Isaacson, senior VP, executive creative director, Williams Labadie,Chicago,a fullservice healthcare advertising agency lauds the lasting power of The Rocephin Apple and its “onceaday” tag for its brandbuilding success. Randy Isaacson Just an Apple. that ads that attempt to say everything to everyone, ultimately say nothing at all. Executive creative directors at Medicus NY — Nick Manganiello, left; Joe Renzler,right

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