Abilify Commercial: Now with Extra True-ishness
The genre of pharmaceutical commercials tend to show happy-faced users with their lives coming together after having taken the chemical compound. Happy faces also take center-stage while the disclaimers and side-effects roll on the screen and in the background voice-over. What I like about this commercial is that the dark shadow never goes away—which is more true to what I understand about clinical depression.
That the shadow remains in the animation is a powerful credibility-booster in my mind. I’m guessing the product manager and agency had strenuous talks about whether to keep the shadow in and what that shadow does to the brand promise.
This is something we’ve been talking about over at Details Have a Public Face.
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But wait--what do you think? Tell me: