Bristol Myers debuts first psoriasis drug ad on Grammys, leading chorus of pharma brands
Bristol Myers Squibb debuted its psoriasis med on one of the few remaining big mainstream TV stages on Sunday night. Its first direct-to-consumer campaign for Sotyktu aired during the Grammy Awards with a TV commercial that emphasizes patient confidence and its wink-and-a-smile icon.
In the commercial, two patients — one man and one woman — make decisions on what to wear and how much skin to show. The woman chooses a sleeveless dress for a business presentation, while the man, a dad, chooses a Speedo for a family vacation. Both smile with confidence, and the woman ends the commercial with a direct wink to the camera. The wink mirrors Sotyktu brand materials which use an illustrated winking face with a pill as one eye, the other closed in a wink, and a wide smile underneath.
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