Global Blood Therapeutics has debuted a TV ad for Oxbryta, the biotech’s oral therapy for patients living with sickle cell disease.
Titled “My Time,” the ad’s visuals feature a diverse group of patients in settings like the beach and the park. The phrase “it’s your time to experience less sickling” figures prominently in the narration, connecting the brand message to Oxbryta’s ability to alter the course of the disease.
The message is designed to complement GBT’s revamped Oxbryta.com campaign, “Imagine less sickling,” launched in mid-2020.
Given the significant gaps in care for individuals struggling with sickle cell disease, the aim was to empower patients to seek help, explained Laura Cruz, VP of marketing at GBT. “We want sickle cell patients to feel that they have been seen, heard and respected,” she said.
The commercial, which Global Blood Therapeutics said marks the first branded TV work in the category, is being placed through a targeted, programmatic media buy on streaming TV. It will eventually make its way onto Oxbryta.com and other branded channels.
Approved in late 2019, Oxbryta works on the root cause of sickle cell disease, the polymerization of oxygen-carrying hemoglobin, which causes the breakdown and destruction of patients’ red blood cells.
The two main agencies involved in production of the spot were Arizona-based Riester, the consumer AOR, and Bottle Rocket, a production company headquartered in Los Angeles.