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
Editor's Pick
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.
Credits
- Date
- Jan 13, 2023
- Client :
- Pfizer
- 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 :
- Townhouse
- 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 :
- 750mph
- Sound Design & Mix :
- Mark Hellaby
- Sound Producer :
- Aishah Amodu
- Music House :
- KOM
- Music House Producer :
- Andy Oskwarek
- Composer :
- Philip Kay
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