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.
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