EMD Serono refreshed its “Birds & Bees” fertility issues awareness campaign with a Facebook page and a music video.
The light-hearted campaign, by agency WCG, features a costumed 30-something suburban everycouple — she a bird, he a bee — struggling to concieve. Where last year's executions largely played it straight, duds aside, the new work takes a more comical bent.
The music video, similar to Toyota's “Swagger Wagon” spot, which was similarly aimed at new and wannabe moms, has Karen and Neil rapping and singing through an R&B number entitled “The Early Bird Gets the Sperm (raps Kate Miccuci-esque Karen: “I do prenatal yoga / And I follow every detox / I heard high heels make you infertile / So I only wear my Reeboks / I drink these nasty smoothies / And I do the acupuncture / My cervical mucus is as thick as peanut butter”).”
The idea, said an EMD Serono spokesperson, is to get around the stigma around fertility issues and “break the ice” with couples who are trying to concieve, encouraging them to talk to a reproductive endocrinologist about their options. The company offers a doctor finder through its patient support website, FertilityLifeLines.com.
EMD Serono's fertility products include Gonal-F, Ovidrel, Luveris and Cetrotide, all hormone treatments. The company estimates that 7.3 million Americans are wrestling with fertility issues.