J&J's Cordis launches TV, print ads for Cypher stent

Share this article:
J&J's Cordis launches TV, print ads for Cypher stent
J&J's Cordis launches TV, print ads for Cypher stent

Johnson & Johnson's Cordis launched the first on-air volley in the drug-eluting stent wars with a 60-second spot that broke during the Thanksgiving Cowboys-Jets game.

The spot, bearing the tagline “Life wide open,” opens on a middle-aged man sinking, defeated, into an armchair to the upbeat strains of Guster's guitar-pop anthem “C'mon” while text asks: “How big is the world? Ask the tough guy cornered by chest pains.”

The ad, by BBDO, follows newspaper ads that launched last month. Magazine ads, in Time and other titles, broke this week, and new professional ads by Harrison & Star will debut in cardiology journals in December. The firm launched a revamped website, www.cypherusa.com, in September, and the site saw a healthy jump in traffic from the newspaper ads. Interactive for the campaign is being handled by BBDO's sibling digital agency Atmosphere, while PR is tasked to Edelman.

The campaign comes as cardiologists are taking a second look at the category. J&J has long split the market with Boston Scientific, but with Abbott and Medtronic poised to jump in with coated stents of their own, Cordis could soon have a lot more competition.

Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Channel

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...