For Art’s Sake

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Creative Review

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 pharmaceutical 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. Pfizer Corporate Ad Client: Pfizer Inc. Brand: Corporate Identity Debut: 1977 Agency: Sudler & Hennessey Copywriter: John Lally Art Director: Mike Lyons The highest calling of an ad is to move people to ponder unforeseen possibilities. This was done well by a 1977 ad for Pfizer. This corporate identity ad created by John Lally and Mike Lyons (then at Sudler & Hennessey) featured a striking illustration of silent movie icon Rudolph Valentino, who died of pneumonia at 31 years of age at the height of his stardom. The headline read: “Today, we could have saved his life for the price of a matinee.” This ad is great because it didn’t lead with something expected such as, “Pfizer has introduced more life-saving advances …” Instead, it encouraged readers to imagine what might have been. Another sequel in a sense, to “The Sheik,” Valentino’s voice in talking pictures, and many other delights that would’ve been possible had a miraculous drug called penicillin been there. This classic work reminds us that a pharmaceutical ad can be as moving and as memorable as any other. And that’s a lesson worth many times the price of a matinee. Mickey McDermott, Senior VP, Creative Director at CommonHealth’s Ferguson, Parsippany, N.J., showcases a classic ad that moves people to ponder unforeseen possibilities. Today, we could have saved his life The Trophy Case Physicians and the Association of Medical Publications honor excellence in medical journal advertising. The November issue of PharmaVOICE will contain additional coverage of The Doctors’ Choice Awards, including the list of winners by category, advertising agency, and marketer, as well as interviews with the winning brand and agency teams. Winning Campaigns (in alphabetical order): AndroGel Marketer: Solvay/Unimed Cipro XR Marketer: Bayer DUAC Topical Gel Marketer: Stiefel Enbrel Marketer: Wyeth/Amgen EpiPen2Pak Marketer: Dey Ferrlecit Marketer: Watson Lantus Marketer: Aventis Lovenox Marketer: Aventis Neulasta Marketer: Amgen Neurontin Marketer: Pfizer Pediarix Marketer: GlaxoSmithKline Pentasa Marketer: Shire/Roberts Relpax Marketer: Pfizer Restasis Marketer: Allergan Rhinocort Aqua Marketer: AstraZeneca Risperdal Marketer: Janssen Seasonale Marketer: Duramed Mickey McDermott

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