Currently there are 6 major asthma brands, including one of the highest spenders in pharma (Dupixent). All of those brands treat a specific type of asthma (allergic, eosinophilic, etc).

But for the first time, our client created a treatment that works no matter the asthma type. We needed a launch to cut through the clutter with the biggest, boldest statement possible.

In the U.S., social movements have and continue to be a driving force, with a recent focus on equality for all. Further, because of the strict regulations (especially on branded, consumer pharmaceutical advertising) “pharma commercials” have become stagnant and repetitive.

Many play into stereotypes by placing characters in predictable, traditional roles – happily performing expected activities, set to catchy music.

So, for this assignment, we had two key creative motivations: 1) to create an idea-driven launch spot that was anything but predictable, and that would engage audiences on an uncommonly deep level, and 2) to establish a new brand that stood for something more than its product claims.

Without getting political, we wanted TEZSPIRE to stand for equality and inclusivity. Not only are those concepts central to our messaging, but they’re central to the true culture of our country.