Private View—June 2014

Onyx Kyprolis

Onyx Kyprolis

A hummingbird slurping on some cells. Interestingish. But in the headline, “power” seems at odds with what hummingbirds represent (speed, agility, wonder). Also: is this an MOA story? It’s showing that Kyprolis sucks the lifejuice from multiple myeloma cells. Is that how proteasome inhibitors work?
Genentech Kadcyla

Genentech Kadcyla

Did I mention my love of a solid portmanteau? Here’s a great one: a butterflorpion. The butterfly alights on HER2+ cancer cells, the scorpion whacks them with a cytotoxic agent. A fantastic visual story, albeit without a real headline.
Novartis/Genoptix GenoTRACE

Novartis/Genoptix GenoTRACE

Ahh, the chameleon. Ye olde standby. But this GenoTRACE ad is effective enough. Not missing whether undetectable disease has been achieved—reading between the gel “lanes”—is an important goal of highly sensitive gene assays.
Sunovion Lunesta

Sunovion Lunesta

Every time I see the Lunesta moth, I want to sleep. It’s that good. Peacefully flapping wings? Check. Glow in the dark synonymousness with nighttime tranquility? Check. With the Project Luna website, the flapping moth walks you through the program.
Pfizer Spiriva

Pfizer Spiriva

On the consumer side, the Spiriva elephant sitting on someone’s chest is borrowed-interest excellence. On the professional side, the elephant covered in symptomatology shows a borrowed-interest pitfall: if the metaphor is too removed, the audience won’t connect. And your elephant gets covered in words.
Novartis Sandostatin LAR

Novartis Sandostatin LAR

You can’t borrow it better than this Sandostatin LAR campaign. Rhinos are power; the twist of using peer-reviewed literature (not to mention the sharp, simple headline) instantly communicates the message.

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