Computer animated asthma patients and their common triggers star in Amgen and AstraZeneca's first direct to consumer campaign for Tezspire.

Am­gen and As­traZeneca de­but first Tezspire cam­paign with di­verse cast of an­i­mat­ed char­ac­ters

The typ­i­cal Tezspire pa­tient may not be a mo­hawk-wear­ing ve­g­an or an elec­tric ve­hi­cle en­gi­neer like two of the char­ac­ters in Am­gen and As­traZeneca’s de­but cam­paign for the re­cent­ly ap­proved asth­ma drug. How­ev­er, the phar­ma com­pa­nies are hop­ing all pa­tients can see a part of them­selves in the “Be You” cam­paign’s di­ver­si­ty of peo­ple who have se­vere asth­ma.

The col­or­ful cheer­ful com­put­er-gen­er­at­ed char­ac­ters in Tezspire’s ad in­clude an artist and dog walk­er Ama­ia, an elec­tric ve­hi­cle en­gi­neer and clas­sic car en­thu­si­ast Geral­dine and a punk band front­man Hawk. Sur­round­ing each one are com­mon asth­ma trig­gers like pets, pollen and air con­di­tions. Hawk walks in­to a flower shop and sniffs bou­quets of flow­ers and pets a cat, for in­stance, while an­oth­er char­ac­ter Samoa na­tive Kai fires up his chain­saw for ice sculpt­ing de­spite cold air trig­gers.

Endpoints News

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.