In Genentech's latest Ocrevus campaign, real patients signal their use of the twice-yearly med and new symbol of community.

Peace out: Roche’s Genen­tech adopts V hand sig­nal in next-gen Ocre­vus cam­paign for mul­ti­ple scle­ro­sis

The two-fin­ger V sign de­buted in Roche’s Genen­tech first TV com­mer­cial for mul­ti­ple scle­ro­sis treat­ment Ocre­vus. Re­al pa­tients star­ring in the “Dear MS” launch ads held up two fin­gers to sig­ni­fy the two times per year dos­ing sched­ule.

How­ev­er, re­al pa­tients watch­ing the ads quick­ly adopt­ed the sym­bol, at­tribut­ing their own sig­nif­i­cance to it. The sign for Ocre­vus took on a life of its own and a new brand iden­ti­fi­er was born.

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