A still image from Takeda's new TV ad for Entyvio visually underscores the uncertainty IBD patients deal with daily.

Take­da casts fa­mil­iar fix­ture for IBD pa­tients in lat­est En­tyvio cam­paign

The star of a new Take­da cam­paign is an ob­ject peo­ple who suf­fer from in­flam­ma­to­ry bow­el dis­ease are all too fa­mil­iar with — the bath­room toi­let. In the cam­paign, a woman sits on a toi­let in­stead of a chair at a restau­rant, in her of­fice and in place of the dri­ver’s seat in her car as a stark vi­su­al re­minder of the mul­ti­ple dai­ly in­ter­rup­tions peo­ple with IBD face.

The bold im­agery cam­paign taps long-es­tab­lished pa­tient in­sights about the bur­dens of IBD, which en­com­pass­es ul­cer­a­tive col­i­tis and Crohn’s dis­ease, and the emo­tion­al and out­sized role a bath­room toi­let can take in their lives.

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