Mod­er­na de­buts first Spike­vax brand cam­paign with light­heart­ed tone to ‘nor­mal­ize’ Covid vac­ci­na­tions

Mod­er­na is turn­ing its Covid-19 vac­cine brand name Spike­vax in­to a verb in its first ad cam­paign.

The de­but TV ad — which in­cludes an up­beat orig­i­nal jin­gle — shows col­or­ful­ly clad char­ac­ters who ping pong, plunge, prac­tice, brain­pow­er and even flu-shot their bod­ies for good health. The oth­er thing they do? “Spike­vax that body. Be­cause even though the pan­dem­ic is over, Covid-19 isn’t,” the voiceover says.

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