Breaking: Pfizer

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In the first direct-to-consumer ad campaign for Pfizer's HIV medication Viracept, CCA Advertising, New York, uses the thoughts and feelings of real men and women who are HIV-positive to highlight the reality of living with the virus. Words describing their hopes, desires and concerns swirl above portraits of individuals, including black and Hispanic men. Ads will run in African-American and Latino-targeted publications, as well as gay publications and medical journals. Copywriter: Trip Hosmer. Art director: Joe Catena.
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