Direct-to-consumer pharmaceutical advertising isn't a typically large category for Super Bowl ad sales, despite occasional appearances by erectile dysfunction drugs, but Valeant in early 2015 decided to shell out for the chance to pitch Jublia toenail fungus treatment to more than 100 million viewers in the U.S.
And because it was the Super Bowl, the ad via healthcare marketing agency Harrison and Star features a foot with a helmet on its big toe playing, um, football. It's not "1984," but it probably sold a lot of product -- Jublia returned to the big game for Super Bowl 50 ("Best-Kept Secret").
Valeant would spend much of the later months of 2015 defending its aggressive pricing practices on other medications.
AGENCY: Harrison and Star
QUARTER AIRED: Q3