Illustration: Assistant editor Kathy Wong for Endpoints News

Noth­ing to laugh about: What hap­pened to hu­mor in phar­ma ad­ver­tis­ing?

When Bruno Ab­n­er and his cre­ative team start­ed work­ing up cam­paign ideas for a new hor­mone-free con­tra­cep­tive for women called Phexxi, they knew they want­ed the mes­sage to be bold and un­apolo­getic.

Then along came ac­tress An­nie Mur­phy. Best known for her comedic turn as Alex­is Rose on the hit show “Schitt’s Creek,” Mur­phy opened the door to hu­mor when Mc­Cann Health’s client Evofem Bio­sciences sug­gest­ed her as a spokesper­son.

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