With “Living in the Past,” its latest direct-to-consumer push for COPD blockbuster Breztri, AstraZeneca is going the retro route.

The spot opens with an animated woman walking down a city street in a dress that Scooby Doo partner in crime-fighting Daphne would covet, set to the strains of Free’s dad-rock classic “All Right Now.” She opens a door and then enters an iconic modern-day locale — the friendly neighborhood farmer’s market — as the spot transitions to live action.

At that moment, she arrives in a sunny realm where a better treatment for her COPD — and, specifically, the management of exacerbations, commonly known as flare-ups — exists.

With its retro palette and score, AZ views “Living in the Past” as the logical successor to its “Get Real” campaign. Both efforts are staged on behalf of Breztri, the company’s triple-therapy inhaler for the maintenance treatment of patients with COPD.

AZ senior director, marketing, respiratory inhaled, Megan Wimmer believes the campaign effectively leverages the earlier Breztri push.

“It uses some really good insights that we gathered from patients, most notably that it’s not enough to only focus on better breathing,” she explains.

There are twists from the previous effort, however. The ad’s retro-glossy opening seconds are intended to contrast with a brighter new present.

“In the new spot, the storyline starts in the past, where COPD patients may be unaware of the danger and damage of exacerbations or flare-ups on their long-term lung health,” Wimmer explains.

Then there’s the switch to a female protagonist, which Wimmer describes as a “very thoughtful and conscious” decision.

“We know COPD effects more women than men, and women generally take action regarding their health faster than men,” she adds.

The national campaign includes TV spots, an updated Breztri.com website, online advertising and promotion across social media channels. The site includes information on paying for Breztri prescriptions and answers other frequently asked questions.  

Initial feedback has been promising, Wimmer reports.

“Patients felt like they were learning something new. We are hoping that this continues right where ‘Get Real’ ended,” she says. “Patients are at the center of everything we do, so a patient-focused campaign is what we had in mind when we started with ‘Get Real.’”