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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