An actor with vitiligo stars in Incyte's first DTC work for Opzelura to treat the autoimmune skin condition.

In­cyte adds first Opzelu­ra brand TV com­mer­cial, and a fa­mous voice, to its vi­tili­go ef­forts

A well-known celebri­ty voice is ush­er­ing in In­cyte’s lat­est cam­paign around the skin de­pig­men­ta­tion con­di­tion vi­tili­go. Ac­tor Mor­gan Free­man doesn’t ap­pear in In­cyte’s first brand­ed ef­fort for Opzelu­ra for the treat­ment of vi­tili­go, but as nar­ra­tor, his fa­mil­iar bari­tone rings through­out the re­cent­ly launched TV com­mer­cial.

In­cyte said Free­man’s voice makes the now na­tion­al­ly run­ning TV spot “more com­pelling, re­lat­able and en­cour­ag­ing for peo­ple with vi­tili­go.” And en­cour­ag­ing is ex­act­ly what In­cyte is aim­ing at for the es­ti­mat­ed 1.5 to 2 mil­lion peo­ple in the US who have the au­toim­mune skin con­di­tion. Opzelu­ra, ap­proved in Ju­ly, is the first phar­ma­co­log­ic treat­ment for vi­tili­go to ad­dress the repig­men­ta­tion of skin.

Endpoints News

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.