New York, NY – Pfizer’s new television ad is revolutionary for the pharmaceutical industry and is closely following one of our new 2017 Communication Trends:

Race To The Small Screen: In 2017, we’ll see massive growth in direct mobile ad spend and cross-screen engagements. Novel geo-based targeting will make content more actionable, more local and more relevant. This year’s interfaces will be built for “mobile-first” use.

The ad starts with what we’ve all come to know in an ED commercial –someone openly discussing an uncomfortable topic – however instead of focusing on the challenge men face with ED, the ad immediately asks a question and delivers a call to action: send VSAVE to 37500 to save 50% on a yearlong prescription to Viagra, followed by the normal fair balance, safety and efficacy we know and love.

After a quick ‘accept the terms’ a copay-card (see below) is delivered via text and you even the opportunity to add the card to your virtual wallet.

Watch the spot in its entirety below:


Why This Matters:

As we continue to watch brands shift to changing expectations in the smart device category, this is a great example of the communication trend we’re following that shows marketers racing to mobile ad spends and campaigns that are tailored to multiple-screens. With attention spans decreasing and in turn brands needing to build strategies around a quick and easy way to increase utilization, this campaign by Pfizer hits on all cylinders.

Here are a couple ‘micro moments’ we’re following in 2017 that speak to needing an increased strategy and focus as brands tailor their 2017 tactical plans:

  • 68% of phone users say they check their phone within 15 min of waking up
  • 87% always have their smartphone at their side, day and night
  • On average, people check their phones 150 times per day and spend 177 minutes using them
  • 82% of smartphone users say they consult their phone when shopping in a physical location
  • 91% of users turn to their phones for ideas in the middle of a task

– Google’s Micro Moments, 2016

About the Author:

As Strategist of Innovation, Drew is charged daily with championing innovative thinking and doing. Drew is part of a global team that leads new innovative ideas that attract different advocates among existing and potential brands that are shared across all agency partners. Drew is backed by over 16 years of brand, sales and marketing experience with Fortune 500 companies such as Progressive and Nationwide Insurance as well as Founder & President of his own healthcare insurance agency for 6 years. Most recently Drew was part of the agency team that launched Briviact for UCB, Foundation Medicine as well as key roles with Eli Lilly Oncology and Johnson & Johnson.