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For Art’s Sake

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This month’s selections showcase the creative execution of some very imaginative agencies. Through the use of humor, Cramer-Krasselt executed a memorable and effective campaign for its client, Rexall Sundown. By employing an unusual spokesman for its joint-pain reliever Osteo-BiFlex, the agency and the client make a “frank” connection with patients and nonpatients.
The use of humor in pharmaceutical advertising often is challenging, but like Cramer-Krasselt, the consumer ad agency Deutsch Inc. rose to the occasion with its animated depiction of “digger” — the cause of onychomycosis for client Novartis.
PharmaVOICE urges everyone involved in pharmaceutical marketing to get their creative juices flowing by participating in the first-ever live For Art’s Sake forum. Take a moment to submit your choice of an outstanding creative marketing execution created by a peer. (See page 49 for more details or visit iirusa.com/pharmaevent.) PharmaVOICE and the Pharmaceutical Marketers Congress hope to see you at the live event September 29, 2003, in Philadelphia.

Osteo-BiFlex
Contributed by John Pearson, Creative Director, GraficaGroup.

In a stroke of tongue-in-cheek brilliance, Rexall Sundown’s latest spots for its joint-pain relief product picked the perfect pitch man — Frankenstein. “The New Frank” features Boris Karloff’s Frankenstein groaning and struggling to rise from the mad doctor’s table. Frank is cut to a new, improved, and casually dressed man, looking eerily like a morning talk show host.

Lamisil
Contributed by Peter Nalen, VP Marketing and Account Management, Simstar

I like the new Lamisil campaign (oral treatment for onychomycosis) because it recognizes and acts on the belief that product efficacy is only the price of entry. It is no longer enough to say a brand works. Advertisers must go further, connect with the consumer, and describe why the brand is different in a meaningful, relevant, and understandable way.
The TV spot appropriately leverages the visual medium to illustrate the condition, and differentiate the product from nonsystematic solutions. “Digger,” our animated personification of the disease, does a good job of simplifying the condition so the consumer is better educated.

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