pfizer / Paxlovid (unbranded)
Art Director: Madison Grube
Copywriter: Matthew Ingardia
Agency: FCB Health
Client: Pfizer
Covid fatigue is real and no longer a top-of-mind concern. Most people who are at high-risk are not afraid of COVID anymore - even if they have symptoms - but being at High Risk means that they need to think differently about how to handle COVID. Our goal is to encourage people to know their risk and know their plan before they even get COVID so that they can reduce their likelihood of severe illness.
Plans in Place (Adlobs)
We can prepare for unwanted dinner guests, a creaky door, and inclement weather, but for a potentially life-changing disease, we’re not so well-practiced. For many high-risk groups, this uncertainty can have serious consequences. But it doesn’t have to. By understanding one’s level of risk and getting a plan in place, Covid-positive patients everywhere can stay out of the hospital and plan for better things ahead.
Paxlovid (branded)
COVID took over a million lives in the US and affected an untold number more. But we’ve come a long way since the early days of the pandemic. Thanks to Paxlovid, many high-risk Covid patients are able to get back to the ordinary and maybe even accomplish the extraordinary post-treatment. We want to highlight those stories in a series of 60 second tv spots to tell future patients to take control of covid-19 before it takes control of them.
Life After Covid (National TV spot)
Let’s highlight real patients and their stories now that Paxlovid has helped them fight COVID and give them the power to go on. We’ll focus on stories large and small, ranging from conquering an arduous mountain climb, to humble undertakings like hosting a big Thanksgiving dinner. This is life after COVID.
On-screen: At the foot of the mountain, Patient X prepares for the big climb, strapping on a backpack that glows with the Paxlovid brand colors to suggest that Paxlovid helped equip them for this journey. VO walks us through Patient X’s story:
VO: I’ve been a climber my whole life, despite being diagnosed with asthma at a young age. So when I tested positive for COVID, I needed Paxlovid.
Throughout the pandemic, I took every precaution. Did everything I could to avoid getting COVID. I knew that catching it could mean the end of my climbing. So when symptoms arose, I went to the doctor and asked about Paxlovid. I was able to start treatment almost immediately.
Today I’ve spent hours on mountains like this, and not a minute in a hospital bed. Thanks to Paxlovid, I’m about to complete my biggest climb yet.