The ad — which is UCB’s first DTC campaign for psoriasis treatment Bimzelx — will get airplay during the Oscars as well as throughout the rest of the month.
Critics and audiences have lauded The Eternal Memory for its tender and sincere depiction of a patient living with Alzheimer’s disease.
The health insurer uses Dirty Dancing, Alien, and Rocky to help consumers navigate the U.S. health system.
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