For Art’s Sake 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. Company: Abbott Laboratories Product: Unbranded for Benign Prostatic Hypertrophy Agency: Sudler & Hennessey Milan Creative directors: Bruno Stucchi and Angelo Ghidotti Art director: Emanuele Tragella Copywriter: Angelo Ghidotti Product manager: Luisa Cofrancesco Artist/photographer/animator: Roberto Rolando Men, watch out. The water drop torture can come to your town. And if it does, well, just scream – Abbott! This team of creatives at Sudler & Hennessey Milan sure know how to hit a man where it hurts, or where it might start to hurt. They really didn’t have to say benign prostatic hypertrophy. Their simple yet striking, bold yet elegant graphic execution says it all. With just enough “yikes” to grab our attention. BPH is no laughing matter, and the guys at S&H weren’t kidding around either. They’ve made an unapproachable subject more approachable. Sure, we know that getting men to talk about BPH is like pulling teeth. So, accolades to the team for creating a powerful image that says, “We know exactly how you feel. You’re not alone. We can help.” Their approach is commanding, quick, and honest. I know that this was a campaign that only had exposure in Italy, but why? Great global campaigns are born from images that create the feeling, the emotion, or in this case, the “yikes” that can speak to people all over the world. The team at S&H wasn’t striving to accomplish this great global task, but I believe they’ve stumbled upon it anyway. I wonder how this would do in the United States. I’m supposing just great. This is definitely an ad to be proud of. Wonderful! Un ad di cui essere decisamente fieri! Sudler & Hennessey Milan’s BPH campaign for Abbott is an ad to be proud of, according to Dorene Weisenstein, Executive VP/Creative Supervisor at Ribotsky Worldwide Inc., a full-service healthcare communications agency based in Somerset, N.J.