Moth tops most-recalled drug TV ads

Share this article:
Two ads for Lunesta's Sepracor ranked as the most-recalled new prescription drug spots of 2006, followed by two spots for Novartis' Zelnorm, according to a survey by IAG Research.

In the most-recalled spot, created by McCann-Erickson HumanCare, the ubiquitous luna moth lands in a man's room as a voice-over intones: “Are you at home trying to sleep, but your mind is still at the office?” In the second most-recalled spot, the moth flies through nocturnal vistas before landing on a woman's shoulder while questions flash on the screen: “Why's my mind so restless? Can anything help?”

Two executions from the Zelnorm “Tummies” series, by Deutsch, placed as the third- and fourth-most recalled ads. Ads featuring the Nasonex Bee, by BBDO New York, placed fifth and tenth. Rounding out the top ten were spots for GSK's Boniva; Merck/Schering-Plough's Vytorin; Merck's Fosamax; and GSK's Valtrex.

Fariba Zamaniyan, VP at IAG's pharmaceutical practice, said: “The above average performances achieved by these brands confirm that direct-to-consumer advertising for prescription drugs can achieve breakthrough and brand recognition, even within the rigid guidelines this category faces.

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

Next Article in Pharmaceutical


Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.