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Novartis backs Desenex athlete's foot treatment with $7.5 mil. TV ad campaign.

This article was originally published in The Tan Sheet

Executive Summary

NOVARTIS BACKS DESENEX ANTI-FUNGAL LINE WITH $7.5 MIL. TV AD CAMPAIGN that began May 19 and will run on network and cable channels for the next six months. The 30-second commercial, called "I-Beam," begins with two construction workers -- "Dex" and "Dudley" -- on a suspended beam, one of whom is attempting to scratch his feet. "Both these men have athlete's foot," the voice-over says, "but only one used Desenex, the soothing cure."
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