AstraZeneca turns down the TV volume to drive up attention with Fasenra asthma campaign
In TV commercials, music can trigger an emotion, establish a jingle or simply act as a background sound layer.
In pharma ads, subtle background music is particularly common because by FDA rules music can’t be too loud or distracting, especially during risk and benefit readings. The FDA slapped both Sanofi and Celgene with untitled letters for distracting audio playing during risk readings for Toujeo and Otezla TV ads, respectively, in late 2016.
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.