For Art’s Sake

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Each month, this department pays homage to memorable advertising and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in combination or as single branding elements. Creating good healthcare advertising and marketing requires agencies to think out of the box and clients who dare to be different. PharmaVOICE is pleased to give these vanguards their due recognition. Prevacid Brand: Prevacid Client: TAP Pharmaceuticals Agency: Merkley Newman Harty/Partners Debut: April 2003 Executive Creative Directors: Andy Hirsch, Randy Saitta Creative Directors: Kirk Mosel, Jonathan Isaacs Art Director: Andy Hirsch Copywriter: Andy Hirsch Agency Producer: Chris Coccaro Production Company: The Story Companies, Chicago Director: Ali Selim Music Stock: APM Editor: Lin Polito, Version 2 Editorial Visual Post Effects: Kieran Walsh, Liquid Light Producers: Corinna Sutherland Roth, Frank Devlin Sound Design: Ona Bernini Audio Mix: Bob Giammarco, Audio Engine There is a kind of duality in every conflicted, symptom-ridden consumer: Should I continue to suffer or should I act? This TV spot for Prevacid offers a simple argument for seeking professional help. Showing up is only half the problem, though. In a well- developed market such as acid reflux, the script could go to another brand. The challenge for DTC advertisers is to gain control of what happens at the point of prescription — and this is where technique really pays off. The spot uses a split-screen, a vertical line that divides the world into two halves. Here we see the duality of reflux/relief, word/image, and literally, prevent/acid. These elements contract to form the brand name Prevacid to help patients remember what to ask for at that critical moment in the doctor’s office. The halves of the screen also appear to be dipped in the healthy (GI tract) pink and soothing teal brand colors, reinforcing a warm, approachable brand image. Overall, these appealing visual devices work on two levels by making viewers feel comfortable about talking to their doctor, and more importantly, about asking for Prevacid, which, in the end, seems a not-so-bitter pill to swallow. The appealing visual devices of the Prevacid TV campaign work for Dave Renner, VP, creative director, copy, at Interlink Healthcare Communications, Lawrenceville, N.J., a part of the Lowe Healthcare Worldwide network, a division of the Interpublic Group of Companies. A Dual Approach November 2003 Creative Review

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