Roche’s Genen­tech de­buts first con­sumer ef­fort for di­a­betes and age-re­lat­ed eye dis­ease drug

Genen­tech’s first cam­paign for eye drug Vabysmo is lit­er­al­ly eye-open­ing.

In the de­but TV com­mer­cial, a woman opens an eye-shaped screen, step­ping through in­to dif­fer­ent beach, gar­den­ing and hik­ing sce­nar­ios. The cam­paign theme “Open Up Your World” mir­rors her nar­ra­tion that the eye med­ica­tion can im­prove eye­sight and “open up” fa­vorite ac­tiv­i­ties for peo­ple with wet age-re­lat­ed mac­u­lar de­gen­er­a­tion (AMD) and di­a­bet­ic mac­u­lar ede­ma (DME).

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