Viagra and Boniva were two standout campaigns to our marketing experts, for DTC Perspectives’ annual Creative Critique. Jonathan Isaacs of Ogilvy Healthworld and John J. Nosta of Ogilvy CommonHealth Worldwide explain how sometimes the simple and subtle approaches in marketing can create a stronger, longer-lasting impact with consumers. Following are their respective reviews.Viagra: ‘The Age of Knowing’
ever.and.the.new.GQ.features.two.actresses.from.“Glee,”.one. Much.like.the.male.sexual.psyche.itself,.Viagra.cam- in.a.Catholic.school.skirt.so.short.it.qualifies.as.plaid.dental.
the. fixin’s. for. creative. greatness. Viagra. is. the. most. famous,.
day. What. kind. of. advertising. do. you. do. when. the. country.
iconic,. blue. chip. pharmaceutical. brand. ever.. It. has. embedded.
itself. into. our. collective. social. consciousness. for. all. eternity,.
kids,. I. don’t. want. them. exposed. to. inappropriate. adult. con-
leader. brand. with. a. less. meaningful. or. lasting. body. of. work.
ativity,. probably. your. sanity,. and. it’s. a. battle. you. really. can’t.
Ironically,. the. one. truly. brilliant. Viagra. idea. came. before.
the. brand. even. existed. It. was. inventing. the. ED. category. in. the. first. place. Pfizer. did. a. superlative. job. of. educating. the. “Cue Viagra’s new campaign,
public.and.using.Bob.Dole.(war.hero,.senator,.dignity.on.two. ‘The Age of Knowing.’ The
idea is so simple, it’s almost
function.Then.things.got.complicated. subversive: When life throws Impact of differing societal views
Now.there.are.some.plausible.explanations.for.the.creative. you a curve ball, you just…
morass. that. followed. Bob. Viagra. has. always. been. a. politi-
DEAL WITH IT.”
cal,. financial. and. cultural. lightning. rod,. attracting. all. sorts. of. – Jonathan Isaacs, chIef creatIve offIcer at ogIlvy
the.most.consequential.factor.because.America.has.never.been. DTC Perspectives • December 2010 | 25
fall,. simply. as. a. result. of. the. fracture!. The. BONIVA. story. is.
Unless. you. stop. making. it. about. sex. Get. your. troops. up.
all. about. power. and. the. restoration. and. preservation. of. bone.
strength. –. but. it. doesn’t. hit. you. over. the. head. with. “power.
interesting. use. of. powerful. communications. that. underscore.
doctor. about. wanting. to. have. sex. It’s. about. being. a. MAN. The power of the name
it.all.Bone.The.linguistic.analysis.points.right.to.a.statement. A reflection of real men
more. that. lies. beneath. the. surface. The. word. structure. itself.
provides. the. backbone. (I. couldn’t. resist). for. the. promotional.
The. campaign. kind. of. combines. both. The. TV. and. print.
isn’t. presented. in. logo. form,. BONIVA. is. always. represented.
show. weathered. guys. handling. whatever. is. in. front. of. them.
of,”. or. “Men. don’t. look. for. excuses. They. just. get. things.
trast. to. the. powerful. name. and. typography. The. icon. clearly.
done.”. The. executions. are. modern. and. clean. (with. a. Viagra.
a. closer. look. There. is. no. fear. of. falling. here. And. the. icon.
lofty.realm.of.flight.But.more.about.flying.later. Not doing something about ED makes you less of a man. You.need. to.take.action.‘cause.that’s.what.men.do. “It’s these elements [in
What.real.man.would.argue.with.that?.‘Nuff.said. BONIVA’s advertising] that, BONIVA: Subtle Branding With a taken together, build a brand Powerful Message that offers the strength that this fearful and aging consumer needs.”
A. single. word. that. sets. in. motion. a. cascade. of. – John J. nosta, creatIve offIcer at ogIlvy
influence. that. established. a. powerful. brand. Simple. commonhealth worldwIde
imagery.and.associations.that.are.subtle.at.first.but.all.lead.to.a. brand.personality.that.grabs.the.audience.and.(almost.subcon-sciously).locks.them.in. The power of the story
But. let’s. take. a. step. back. Osteoporosis,. once. you. know.
The. BONIVA. story. isn’t. really. about. the. drug. itself. or. a.
complicated. mechanism. of. action. involving. that. boring. sci-
fear. of. a. fall. and. the. subsequent. fractures. that. can. happen. to.
frail,. older. bones. But. the. interesting. observation. is. that. this.
patients. living. their. lives. with. less. of. the. burden. and. fear. of.
famous. fall. isn’t. really. the. issue. In. fact,. in. the. patient. with.
osteoporosis,. the. fracture. can. often. occur. first,. and. then. the.
26 | DTC Perspectives • December 2010
active. woman. (60. is. the. new. 50). and. the. associated. role. of.
trust. (efficacy),. purity. (safety). and. youthfulness. (patient. type).
the. real. magic. of. BONIVA. is. Sally. Field. Certainly,. Sally.
appears. to. be. a. vibrant. 64-year-old. woman. who. has. taken.
great. care. of. herself. She’s. a. great. model. of. health. for. her.
Simply,. BONIVA. lets. you. fly. away. from. the. fear. and.
peers. In. a. sense. she’s. timeless. and. un-aging,. and. that’s. the.
concerns. of. osteoporosis. And. that’s. due. to. powerful. brand.
Sally. and. you. get. a. very. common. response:. she’s. Sister. Ber-trille. on. the. television. show. The Flying Nun!. But. what. does. Jonathan Isaacs is chief creative officer at Ogilvy Healthworld (www.
that.have.to.do.with.our.brand?.Well,.this.leads.back.to.our. ogilvychww.com), part of the Ogilvy CommonHealth Worldwide net-
subtle. branding. and. the. conscious. and. subconscious. associa-
work, the largest assembly of creative talent in the world of healthcare communications. Isaacs can be reached by e-mail at Jonathan.Isaacs@
With. Sally,. there. are. several. First. is. the. general. sense. of. ogilvy.com or by telephone at (212) 237-4713.
“likeability”. that. this. character. presents. She’s. friendly. and. John Nosta is a creative officer at Ogilvy CommonHealth (www.
open. Second,. her. widely. recognized. television. character. is. a. ogilvychww.com), part of the Ogilvy CommonHealth Worldwide net-
nun.And.while.there.are.no.specific.religious.implications,.we. work, the largest assembly of creative talent in the world of healthcare
do. have. very. strong. associations. with. purity. and. trust. These. communications. Nosta can be reached by e-mail at jnosta@common-
elements.begin.to.provide.a.halo.effect.to.the.brand.and.create. health.com or by telephone at (973) 352-3001.REACH THE RIGHT DTC MARKETERS
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Purim is the most festive holiday of the Jewish calendar. It is an occasion for “serious partying,” a day of authorized abandon. Purim marks the celebration of an ancient victory—when Queen Esther, an Long, long time ago, many Jewish people lived in the city assimilated Jewish of Shushan in the country of Persia. The king of this greatcountry was named King Ahashverosh (A-h