GSK’s Trelegy TV ad depicts the reality of living with COPD

GSK’s Trelegy, a treatment for chronic obstructive pulmonary disease (COPD), aimed to address a gap in the market with its Breathing is Beautiful, “Diner Meetup” TV spot. Many ads glossed over the challenges of living with respiratory conditions, so Trelegy took a sober approach with its marketing that shows the realities of the condition. See all of the Healthcare Marketing Impact Awards winners here “Diner Meetup” points out the contrasts between pre- and post-treatment COPD. A retired firefighter and active smoker reminisces over old, joyful photos that contrast his gray surroundings. As the man struggles with fits of coughing, a narrator wonders “if this is as good as it gets.” But with medication, triggers such as a motorcycle leaving behind a trail of exhaust have little effect, and the man is able to laugh rather than cough at a reunion with other retired first responders. The broader “Breathing is Beautiful” campaign features similar depictions of the challenges faced by those suffering from COPD. As a result of the campaign, Trelegy has maintained an unaided brand awareness level of approximately 80%, and the likelihood of consulting a doctor about Trelegy has increased above its previously held 50% score this year, according to data cited by GSK. See all of the Healthcare Marketing Impact Awards winners here

GSK’s Trelegy TV ad depicts the reality of living with COPD

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