Disease is a 'loser' when science wins, in Pfizer's emotive brand campaign

New work by Grey New York highlights the positive role pharma plays in our lives

Published On
Jan 13, 2023

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Pfizer sets out to show in an emotive way that when science wins, disease, confusion and unhappiness are the "losers" in a new branding push that breaks today.

The new spot by Grey New York, featuring a diverse cast and some stylish cinematography as well as a script that takes an unexpected turn. It starts out seemingly bleak, with the voiceover stating that "there are so many losers," as we see people looking anxious, alone, in pain or sad, in scenes that are dimly lit to reflect the underlying tone. 

However it goes on to reveal that these "losers" include: doubt, fear, sorrow, melancholy, confusion, uncertainty, hopelessness and illness," and that are just "so many losers, when science wins." We see the same characters in happier, brighter scenes, embracing their loved ones and living their lives happily as their health problems improve or melt away. 

The brief from Pfizer, according to Grey New York's executive creative director Brent Singer, was "to demonstrate the role of science in our everyday lives."

"Covid put science in the foreground and it was part of the global narrative, and even though Covid isn't over there is a feeling that Pfizer is so much more than a vaccine," said Singer. "They  have a belief that they can cure the world's most heinous diseases. For us, it was how do we show the role of science in people's everyday lives. Science can do more than just heal us, it gives us a part of our lives back. That's where the real value of science comes in."

The ad was directed by Danish director Rune Milton via Anonymous Content. Its creative approach aimed to reflect the "nature of illness," said Singer. "You start off and you don't know where it's going to go. You don't know what your future holds and there are all these negative emotions. An illness is something that affects your entire world, it's not just your body, it's your outlook on life. And all of these negative feelings that permeate, science has the ability to defeat. So this approach created more intrigue and makes it more meaningful."

The spot is part of Pfizer's ongoing "Science Will Win" campaign that first began in 2020. While the commercial features actors, the focus is very much on science and the scientists that feature at the end of the film are real Pfizer scientists in real labs. 

The campaign is running as 90 and 60 second versions on digital and social media in the U.S., and the brand is also looking at broadcast platforms as well as rollouts to other markets.



Jan 13, 2023
Client :
Agency :
Grey-New York
SVP Global Head of External Communication & Enterprise Reputation :
Ed Harnaga
VP Enterprise Reputation :
Dana Gandsman
Director External Communication & Enterprise Reputation :
Marissa Fehl
Global Chief Client Officer :
Jason Kahner
Global Chief Strategy Officer :
Jonathan Lee
Global Chief Creative Officer :
Javier Campopiano
Head of Account Management :
Jean Donahue
Account Director :
Casey Shaw
Senior Project Manager :
Loredana Iapozzuto
Executive Creative Director :
Brent Singer
Executive Creative Director :
Joe Mongognia
Creative Director Writer :
Athanasia Efthimiu
Creative Director Art :
Gemma Slack
AD :
James Clunie
CW :
Kevin Doyle
Production Agency :
Chief Production Officer :
James McPherson
Executive Producer :
Saul Metnick
Executive Producer :
Melissa Johnson
Director Business Affairs :
Stephen Bernstein
Business Affairs Manager :
Winona Schulterbrandt
Head of Talent :
Natasha Howell
Music Producer :
Leland Drake
Production Company :
Anonymous Content
Director :
Rune Milton
Director of Photography :
Paul Meyers
Managing Director / EP :
Eric Stern
VP Commercials :
Sue Ellen Clair
Head of Production :
Kerry Haynie
Co-Head of Production :
Ena Nicole Abadjian
Line Producer :
Lisa Cowan
Editorial :
Cabin Editorial
Editor :
Carla Luffe
Assistant Editor :
Shannon Meserve
Producer :
Grace Hammerstein
Executive Producer :
Adam Becht
Head of Production :
Liz Lydecker
Post Production & Finishing :
Chemistry Film
VFX Supervisor & Colorist :
Mikael Balle
Senior Compositor :
Mikkel Hansen
Compositor :
Victor Beckmann
CGI Supervisor :
Kim Fersling
VFX Editor :
Anders Bukh
VFX Producer :
Louise Bejerholm
Sound Company :
Sound Design & Mix :
Mark Hellaby
Sound Producer :
Aishah Amodu
Music House :
Music House Producer :
Andy Oskwarek
Composer :
Philip Kay

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