BMS' debut DTC campaign for psoriasis drug Sotyktu includes a TV ad, which ran on the Grammys, showing confident patients.

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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