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Rising Star
Additional Posts in Advertising
Chicken wing wearing a seatbelt.
Crossmedia, any opinions?
Tips on writing scripts?
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I think it's really hard to make good ads in pharma, friend.
because clients love that garbage
In my experience, it's when one brand does it first and it sticks enough in people's (the clients) heads, they want to do it themselves. One of the biggest things I remember our pharma clients wanted a great deal out of a campaign was name recognition, just getting more people to simply ask their doctor about that drug. Put the brand name in some kind of earworm song and there you go.
It obfuscates the ‘how this drug will kill you’ with music that subconsciously associates your thoughts to a happy place.
You just nod your head and hum along…
This too shall pass. We are only just now shaking off the Couple Of A Certain Age In A Bathtub Outdoors Era.
Things are getting clearer, yeah I feel free, to bare my skin yeah that’s all me
Nothing and me go hand in hand
Nothing on my skin, that’s my new plan..
Nothing is everything!
Rising Star
All pharma drugs have rando naming mechanisms and jingles make it a hell of a lot easier to remember the name of the drug when you’re mentioning it to your doctor.
Dirty Little Not-So-Secret: So many of the memorable-but-arbitrary names (Remember, in the US the name can’t contain or imply a claim.) are already taken, that much of the so-called “implicit meaning” and supposed “allusions” are pure moonshine, made up to justify the millions (if only it were thousands) the brand consultancies charge for barely pronounceable names scraped from the bottom of the barrel.
Because clients still insist on condescending to consumers. It's easy to make good ads in pharma. The aspect you're highlighting is compeltely apart from the "fine print" portions, because--obviously--no one is singing over that part.
I find the latest Burger King jingle equally as insufferable as the Jardiance one, fwiw.
Oh oh oh ozempic…
for real though (hits joint) i think this one opened the floodgates. it was a perfect storm
i think novo/marketers knew ozempic was gonna be prescribed off-label (for weight loss) like crazy so they bought so, so much time on this spot. and then our industry thrives on copying stuff that works, and here we are
I’m not r en critiquing the subjective quality of the ads. I’m more just curious about the approach. Why is it so common to rewrite lyrics to popular songs?
Coz it's pharma, a low interest category.
Doing this piques interest/attention, consideration of the condition, and memorability (of the drug name).
Viva Viagra was my favorite. RIP Elvis.
IKR, and is there a single, solitary PR campaign idea out there other than a celebrity spox?
Chief
Basic advertising: because you’ll remember it
Has happened in the biz forever across all categories. Earworms work. https://youtu.be/EVsXsSukGHQ?si=6aCfkObZclJvbTZ9
It’s not just pharma
^ This. You deserve a break today. Coke is it. My bologna has a first name. Give me a break, give me a break. I don’t wanna grow up, I’m a Toys R Us Kid. Have it your way …….between the jingles and the mascots that’s what defined advertising growing up for Gen X
because you remember it when you go to the doctors office.
that catchy annoying song is the reason most of those brands make 10's of billions in profit each year, just saying... as someone who's had to work on them, it's often the marketing team driving that. Certain company's also have a "template" for their tv spots given the success.
It's the same reason why you learned your alphabet by singing the "A-B-C-D-E-F-G..." song when you were in Kindergarten (you're probably singing it in your head right now, aren't you?).
It's more memorable and causes the Earworm effect that you can't get out of your head.