Mar­ket­ingRx roundup: Lund­beck’s Vyep­ti joins mi­graine TV ad bat­tle; Pfiz­er de­buts Covid treat­ment TV ad

Lund­beck de­buted its first TV ad cam­paign for in­fused mi­graine med­i­cine Vyep­ti – in­to an al­ready crowd­ed field. How­ev­er, Vyep­ti is high­light­ing its unique IV de­liv­ery method that may help it stand out.

The Vyep­ti TV ad us­es a vi­su­al ef­fect that makes some of the peo­ple in the ad ap­pear to be made of liq­uid – a 3D wa­tery ef­fect – that il­lus­trates Vyep­ti’s liq­uid de­liv­ery. The wa­tery char­ac­ters are shown walk­ing through an air­port, run­ning through the park, at work and go­ing out to din­ner as each one morphs to hu­man form. Mean­while, a voiceover talks about the IV treat­ment, high­light­ing its dosage – four times per year through 30-minute in­fu­sions.

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