Ads featuring an animated bee and a talking beaver were the
TV drug spots most recalled by consumers during 2007, according to advertising
performance tracking firm IAG Research.
A 30-second spot featuring Schering-Plough's Nasonex bee was
the most recalled broadcast and cable TV ad. Sleep aids continued to put in a
strong showing, with two executions for Takeda's Rozerem and a spot for
Sepracor's Lunesta making the list. The “Your Dreams Miss You” campaign,
starring Honest Abe and a beaver, may not be moving too much market share, but
it's clearly memorable. Cholesterol was another high-visibility category, with
spots for Merck and Schering-Plough's joint venture Vytorin, and Pfizer's
Lipitor placing among the best-remembered.