Something fishy



I’m a news junkie and a doctor wannabee, so between those two passions, I end up paying attention to a lot of pharma commercials targeted to, well, the older and less well among us. Usually I lose interest after the first few seconds because once the “creative” part of the messaging is done, there’s a dystopian list of contra-indications and side effects so scary it makes me want to swear off prescription meds for good.

“Ask my doctor”? I think not.

Pradaxa, an anti-coagulant, takes a different path. Yes, those disclaimers are still there, but they’re organically integrated into the visual storytelling. More importantly, as entrancing little red goldfish (blood cells) cavort through the arteries, the spot educates patients about their condition in a non-threatening way and shows how the drug works and why.

For their creativity and nuance, the drug company and its agency deserve our heartfelt gratitude.

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