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Having worked on Cialis for many years, can tell you it was never funny. Real funniness doesn’t test well, and pharma is tested to death.
DTC stands for “Don’t Try Comedy” in case you were wondering.
@VP1 - seems like the exact point. It doesn’t matter if you strategically think humor will work. The only thing that matters is testing. And nobody in testing pharma, (especially HCP’s) gets whatever joke you were hoping to land.
No one is happy. The world is ending
Only if it worked. If not, I totally wasn’t…
Ok so probably not a very popular opinion, but pharma can be funny! Probably more in awareness rather than brand side but there are opportunities given the right client.
I had the best viagra spec ad in my student book
Rising Star
You want real fun, try working on castration-resistant prostate cancer drugs.