Boston, MA—There’s been a lot of chatter lately in the trade publications about how to liven up DTC pharma advertising, see this and this. Here’s one campaign that’s doing it right: the campaign for Allergan’s Viberzi, a prescription medication for Irritable Bowel Syndrome–Diarrhea. The new TV spot from Arnold Worldwide brings the humor, in the form of comedian Ilana Becker, who plays your worst frenemy. Her character, Irritabelle, personifies the annoying way that IBS-D disrupts everyday life, and does so in a way that leaves you laughing. There’s great insight at the core of this campaign—that IBS-D is like an embarrassing shadow that follows you around everywhere, and it needs to be part of the human conversation so that people can feel comfortable seeking help. We’re looking forward to seeing the other campaign tactics roll out.
Why this matters:
This is the kind of ad that people relate to; it cuts to the core of how you feel as a person living with this condition, and helps you realize you don’t have to feel this way. Humor and healthcare can, and often should, go hand-in-hand; though it’s not always the right approach, humor can definitely make pharma feel more human. And as an agency that speaks people, that’s exactly what we’re here to do.
Check out the TV Spot here.