As­traZeneca’s rare dis­ease group Alex­ion de­buts first-ever TV ad

Peo­ple walk­ing in the woods, car­ry­ing pack­ages at work and mak­ing din­ner with their kids — Alex­ion’s first-ever TV ad seems like a typ­i­cal phar­ma TV com­mer­cial. How­ev­er, for peo­ple liv­ing with the rare neu­ro­mus­cu­lar dis­ease gen­er­al­ized myas­the­nia gravis (gMG) and the ex­treme fa­tigue that comes with it, those every­day ac­tiv­i­ties are chal­leng­ing.

And that’s what pa­tients told Alex­ion they want­ed to see in ad­ver­tis­ing, and what the com­mer­cial for Ul­tomiris aimed to de­liv­er.

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