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Biotech / Medical : Sepracor-Looks very promising
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From: Sidney Street6/5/2007 3:24:46 PM
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Do You Remember the Luna Moth? (Online WSJ)

Advertisements featuring a luna moth and Abraham Lincoln were among the five best-recalled drug spots that premiered on TV during the fall-to-spring television season, according to IAG Research, a firm that measures advertising effectiveness.

The ranking was based on online surveys that asked adults to remember details of TV shows and ads they’d watched the prior day. One dark horse was an ad featuring our 16th president for sleep-aid Rozerem (see image, above). The ad has been panned for being “so out there,” says Fariba Zamaniyan, senior vice president of IAG’s pharmaceutical practice. But it turns out it is “still delivering a unique, creative idea that is memorable to the television-viewing audience,” she tells the Health Blog.

Here are IAG’s top five:

1.) A spot for Sepracor’s sleep aid Lunesta in which a luna moth flutters through the night into a home.

2.) Another Lunesta ad in which the luminous moth takes the scenic route over a lake, into a home and lands on a woman’s pillow. (Lunesta ads are regulars on IAG’s lists, but they drew criticism in a recent NPR feature for playing up benefits and downplaying risks .)

3.) An ad for Pfizer and UCB’s allergy remedy Zyrtec in which clothing falls on a woman as she sneezes.

4.) A spot for Takeda Pharmaceutical’s sleep drug Rozerem in which a curious cast of characters, including Abraham Lincoln and a talking beaver, tell the protagonist that his dreams have missed him.

5.) Two rival cholesterol-lowering drugs tied. A spot for AstraZeneca’s Crestor features a man at a fish market. It ran neck-and-neck with an ad for Merck and Schering-Plough’s Vytorin that juxtaposed surprisingly similar images of food and people who may carry a genetic disposition for high cholesterol.
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