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Tuesday, March 09, 2010

Glaxo's New Cervarix Ad - "Talk to your doctor"

Just read an interesting article sent to me by Christina England

The article relates to GlaxoSmithKline's latest ad campaign, aimed, it appears, to shock those who watch it.

The 30 second commercial was aired across America during the Oscar Awards ceremony, a programme, writes Mick Huckman, whose audience is mostly female.

Clever huh?

What I find astonishing is the attempt to, once again, put the onus onto doctors.

Watch the 30 second ad right to the end.





Talk to your doctor, eh?

Now watch this particular ad for Paxil CR [2002]

Notice the subtitle that appears around the 42 sec mark. Also here what the commentator has to say at the end of the 60 sec commercial.

"Don't stop taking Paxil CR before talking to your doctor"

A reason for this statement would be nice.

Or we have the 'watered down' 15 sec version for Paxil CR from the same year [2002] where we are told, "Ask your doctor about Paxil CR"

Forgive me for being cynical here but it would appear that Glaxo are telling you to talk to the very same persons whom have been visited by their reps.

Go back a few years to the year 2000 and you will learn that Glaxo were telling us that Paxil "helps correct the chemical imbalance that may be associated with this disorder [Social Anxiety Disorder].

The ad continues with... "So with time and your doctor's help, you can move toward recovery."

The 60 sec ad finishes with, "Will you ask your doctor for more information about Paxil? Do it today, your life is waiting."

Here's another GSK ad, this time for Avandia.



"Talk to your doctor"


Finally, this rather ammusing ad has no voiceover... until the end.

What guidance is the consumer given?

Watch til the end.



So there you have it. Glaxo wants you to talk to your doctor because they have already talked to him/her.

And so the marketing chain continues.

Talk to your doctor folks... you are basically talking to GSK's agents.

GlaxoSmithKline [GSK 37.37 -0.17 (-0.45%)



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