|"Mr. Groovr" dances while cooking.|
FDA had a similar complaint regarding a TV ad (here) for Celgene's psoriasis treatment Otezla.
FDA's letter to Celgene used the same language as the letter to Sanofi: all the "compelling and attention-grabbing visuals and SUPERs, all of which are unrelated to the risk message, in addition to the frequent scene changes and the other competing modalities such as the musical interjections ["Walking On Sunshine" by Katrina & The Waves], compete for the consumers’ attention."
In 2011, FDA studied the "Effect of Distraction on Information Processing in DTC Television Ads," noting that "critics of DTC ads speculate that visual images of emotionally pleasant scenes during the presentation of risk information detract from the comprehension of that risk information." FDA's study "investigated the role of visual and tonal distraction as well as the potential mitigating role superimposed text may play. Results demonstrated strong evidence that including risk-reinforcing superimposed text during the major statement increases comprehension of that risk information. Findings regarding visual and tonal distraction were less clear, partially due to manipulations that were not as strong as intended." Find the executive summary here.