Moth tops most-recalled drug TV ads

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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.

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