Global Pharma Marketing Leaders 2015 Summit
Global Pharma Marketing Leaders 2015 Summit | September 21-22, 2015 | Berlin, Germany

Friday, June 26, 2015

Palio Ignited a ISIS-style Disruptive - Some Might Say Destructive - Full Page Ad in PE Mag

Click on image for enlarged view
I still get the print version of Pharmaceutical Executive magazine. These days the mag is much thinner than in its glory years - only 60 pages, counting the front and back covers. At least 25% of those pages are full-page ads and another 8 are sponsored content.

A couple of full-page ads captured my attention, which I suppose mean that they were successful. One was the Palio Ignited ad shown here.

It glorifies the agency's "rebel" nature by using the image of a Molotov Cocktail. Instead of an ordinary bottle, the explosive device uses an erlenmeyer flask - didn't think I knew that, huh? - to symbolize, I suppose, scientific research.

The agency calls this "beautifully disruptive," but the symbolism conjures up in my mind images of destruction (e.g., ISIS).

Is being disruptive destructive or is it creative? Obviously, Palio wants you to believe the latter; i.e., that they have "revolutionary ideas."

If they wanted to convey better the notion of disruption, they should, IMHO, have emulated the type of full-page ad used by Saint Joseph University.

How so?

Saturday, June 20, 2015

Like 3-Day Old Fish, #LionsHealth Grand Prix Prize Stinks!

Desperate to award a Grand Prix this year to a pharma ad campaign, Lions Health judges declared DigitasLBI New York’s “Take it from a fish” for AstraZeneca Pharma Lions’s first Grand Prix.

Commenting on the choice, Jury President Rob Rogers, Chief Creative Officer and Co-CEO, Sudler, said that the jury had been captivated by the standard of work, which he described as being of greater variety and quality this year and a sign that the competition had come of age.

The Grand Prix winner, he said, “blew the door off the category” and dispelled the myth that a challenging environment was a barrier to ideas. “Regulations don’t define creativity. Constraints can sometimes help creativity.”

Personally, I don't see what's creative about Abbott and Costello channeled as fish.

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