Mar­ket­ingRx roundup: Su­per Bowl re­play on phar­ma ads plus a spoof; Pfiz­er asks ‘Got Boost­er?’ again with new celeb

More than 113 mil­lion peo­ple tuned in­to the Su­per Bowl foot­ball game — and the com­mer­cials — this past Sun­day. And while this year’s line­up fea­tured the usu­al cars, so­das and movie pre­view ad­ver­tis­ing line-up, it al­so had menopause symp­toms. Astel­las’ “What’s VMS?” com­mer­cial was the first tra­di­tion­al phar­ma com­pa­ny ad in more than five years, and while it didn’t make the top 10 lists of USA To­day or Ad Age’s hit list, it did gen­er­ate me­dia at­ten­tion — Forbes men­tioned it in its cov­er­age and sto­ry head­line — and plen­ty of Twit­ter buzz. While some made jokes, many women ap­plaud­ed its ap­pear­ance. Long­time sports re­porter Jane Mc­Manus wrote: “I’m here for the menopause com­mer­cial. If that both­ers you, I’m coun­ter­ing with the 4 mil­lion Cialis ads I’ve sat through watch­ing sports.”

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