Celebrex New Year's Resolution Is Final Spot Before DTC Hibernation
This article was originally published in The Pink Sheet Daily
Executive Summary
The ad ran in the Dec. 19 New York Times Magazine, the day before FDA announced that Pfizer had agreed to halt DTC ads. The ad features cartoon characters making snow angels under the statement "Arthritis pain? Bah, Humbug!"
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One of Pfizer's final Celebrex ads to run before the company suspended direct-to-consumer advertising tells patients to make a New Year's resolution to ask their doctors about the drug. "This year, make a new resolution," 1 the holiday-themed ad states, "ask your doctor if Celebrex is a smart choice for you." The ad features an animated depiction of a man and a woman making snow angels. The cartoon characters are below the headline "Arthritis pain? Bah, humbug!" Below the picture, the ad states, "this holiday season, don't let your osteoarthritis slow you down. Ask your doctor about Celebrex. Because for joint pain, over-the-counter pills may not always be what you need. But some prescriptions may not be right for you." The holiday ad is an off-shoot of the company's television campaign that featured an animated man with elbow pain after playing tennis (2 (Also see "Celebrex TV Ad Focuses On Joint Pain Relief" - Pink Sheet, 2 Nov, 2004.)). Both campaigns used the tagline "Joint pain relief. No more, no less" The holiday ad appeared in the Sunday magazine of the Dec. 19 New York Times. FDA announced Dec. 20 that Pfizer had agreed to halt DTC ads until safety data is further analyzed (3 (Also see "Pfizer Celebrex Sales Reps Will Discuss Alternate Therapy, FDA Says" - Pink Sheet, 20 Dec, 2004.)). Pfizer will halt DTC ads until at least February when FDA's advisory committee reviews safety data of COX-2s and traditional NSAIDs. Below the Celebrex logo and the tagline "Joint pain relief. No more, no less," the ad summarizes the risk information. "In rare cases, serious stomach problems such as bleeding can occur without warning. The most common side effects seen in clinical trials were indigestion, diarrhea and abdominal pains," the ad states. "People with aspirin-sensitive asthma or allergic reactions due to aspirin or other arthritis medications or certain drugs called sulfonomides should not take Celebrex," the ad states. - Lee Kalowski |