Prescription drug marketers are a steady if often overlooked presence in the Super Bowl most years, with expensive airtime going to promote treatments for everything from erectile dysfunction to opiod induced constipation. The catgegory was represented in 2007 partly by King Pharmaceuticals, which joined with the American Heart Association to urge viewers to BeatYourRisk.com -- en route to stimulating scrips for the blood-pressure drug Altace. (The other pharma spot in Super Bowl XLI was Flomax's more prosaic but more direct "Biking." The indirect route would be trod again during Super Bowl 50, when AstraZeneca brought up opoid-induced constipation in "Envy.")
With an outlay of about $4.2 million for the minute-long commercial plus a five-second plug elsewhere in the game and a 30-second version during the post-game, King spent more than 80% of its ad budget for all of 2005 on one day in 2007, according to figures reported by the Associated Press at the time.
The spot by Glow Worm, part of Publicis Healthcare Communications Group, uses humor to keep your avoidance instincts at bay, but King positioned its big game buy as an urgent service. "This is a reminder and a wake-up call," Steve Andrzejewski, chief commercial officer at King, told the AP. "We are not talking about something like toe nail fungus. People could die."
Toe nail fungus wouldn't reach the Super Bowl until 2015 ("Tackle It").
BRAND: King Pharmaceuticals
AGENCY: Glow Worm
QUARTER AIRED: Q2