No­var­tis re-en­lists spokescelebri­ty Ken Jeong for Xi­idra movie trail­er spoof cam­paign

Phar­ma mar­keters are known for re­cruit­ing both doc­tors and celebri­ties for ad cam­paigns. But No­var­tis has both in one per­son for its dry eye dis­ease med­i­cine Xi­idra.

Ac­tor Ken Jeong is no longer a prac­tic­ing physi­cian, but he is still a celebri­ty No­var­tis spokesper­son for the past 18 months, and he’s now turn­ing up the celebri­ty for the brand.

No­var­tis’ lat­est TV com­mer­cial for Xi­idra is a movie trail­er spoof with Jeong squint­ing and rub­bing his eyes as he walks through a park, while a loud, omi­nous voiceover in­tones: “In a world where dry eye symp­toms keep com­ing back … one man learns the truth.”

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