Recent Biologics Commercials by Amgen & Abbott Hit New Notes

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Abbott’s commercials feature destruction of pianos and bicycles

Commercials for Biologics like Enbrel and Humira have come a long way in the last two years. Could our perspective be having an impact on marketers?

I don’t know. But the new Abbott ads are remarkable compared to the old baloney.

The new message: Rheumatoid arthritis (RA) can mean more than just pain.

As we watch a piano or a bicycle crumble to pieces, we hear, “As you know, RA means pain. But you may not know it can also mean destruction—not just of your joints, but of the things you love to do. The longer you live with the aching, stiffness, and swelling, the closer you may be to having your favorite things taken away. To help you talk with your doctor about the signs and symptoms of rheumatoid arthritis—and joint destruction, sign up for your free Personal Joint Profile.”

No, it doesn’t make me want to go to their site. But that’s only because I know where the best RA info is. Wink. I’ll be surprised if these Abbott ads aren’t very effective.

New Amgen Enbrel ad featuring Phil Mickelson

Screenshot of Phil Mickelson's Enbrel commercial

Phil jogs off telling us he can, “Get back to the things that matter most.” Sounds a lot like the old promise to “get your life back.” I’m sure no one meant to imply that our friends in wheelchairs are missing the things that matter most.

   

Phil Mickelson Enbrel adThe Enbrel message was even sunnier than that of Punxsutawney’s Phil. Phil Mickelson seemed to predict a rosy future for those with inflammatory arthritis diseases. As Katie Beth said when we saw the ad this week, “Momma, it’s a commercial for a product. It makes it sound good.” Where’d she learn to talk like that?

Phil didn’t do so well at the Master’s, but his Enbrel commercial got a lot of attention during the Tournament.

comment on Phil Mickelson articleLast year, people were offended that Phil Mickelson sounded like Psoriatic Arthritis is not a very serious diagnosis. I checked out some press and we discussed Phil’s announcements of his Psoriatic Arthritis diagnosis. Then, later, in Arthritis Today, Phil’s portrayal of Psoriatic Arthritis sounded much different: He was sick and needed medicine. That was after he signed on with Enbrel. Pictured here is the comment I made in February under the article.

Some said how glad they are that Phil is now discussing publicly that he has Psoriatic Arthritis (PsA). That’s fine, as long as they understand that this is a commercial for Enbrel.

For a more realistic message, click here to watch my Walking a Big Dog RA Commercial, sponsored by Me.

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Kelly Young. All rights reserved.

This entry was posted on Thursday, April 14th, 2011 at 6:00 am and is filed under Reality Check. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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