“Where does depression hurt? Everywhere.” ~ commercial copy
Does the name of the drug matter?
I think it’s for … [NO], I’m not gonna name it and give them free publicity but you know the commercial. Depression hurts everywhere and it hurts everyone. This commercial spends more time listing the risks than it does describing the product. But this commercial doesn’t have to care. The copy material presented at the beginning of the commercial is effective enough that all the disclaimers in the world don’t matter to the person who is suffering.
sold.
Researching this commercial online I see some snarky comments from people suffering with depression who hate this commercial. But there are others who see this commercial and something in their gut lurches because someone, a copywriter, caught the essence of something that is hard to explain. Depression sucks for everyone involved, this commercial makes it very clear.
So by the time they read off the litany of terrible things this drugs can cause, the viewer isn’t listening as they are engaged in the closing images that show depression sufferers getting back to life after taking…[NOT GONNA NAME IT]!
The commercial closes with a reaffirmation: we know what it’s like. Don’t suffer. This drug can help. People can’t self-prescribe medications but what this and every other drug company wants you to do is go in and ask your Dr. about a drug and hope that he or she has some free samples to doll out and then viola, SOLD. I am not here to comment on if the drug is necessary, does or does not work, or if every depressed person everywhere likes or dislikes this commercial because I don’t know.
I do know that advertising does, [work]. What is the problem your customer has and how can you solve it? I dare you to do it in 20 seconds or less and then spend 4o seconds on all the crappy parts of your product. Say it that targeted and that effectively and you, too can work for drug-companies…or make a true impact for any other client.
Now what was the name of the drug again?
The person who needs it will remember it after seeing the commercial because [THIS DRUG] promised it will help.