Copy Sample 1 – Eliquis (Spec Ad)

The Client

Bristol Myers Squibb

The Product

Eliquis (a cardiovacular and hematology treatment)

The Challenge

Bristol Myers Squibb was promoting Eliquis, a cardiovascular and hematology drug that is used to modify blood composition.

The original copy for this online advertisement was “no time to wait”.

The challenge was to more concisely illustrate the urgency of seeking treatment.

The Solution

Spec Ad – The copy developed for this purpose was “today”.

The new copy describes the urgency more concisely, while keeping the tone hopeful.

Copy Sample 2 – Dupixent (Spec Ad)

The Client

Sanofi / Regeneron

The Product

Dupixent (an eczema treatment)

The Challenge

Sanofi / Regeneron was promoting Dupixent, an immunology and respiratory drug for moderate-to-severe eczema.

The original copy of this advertisement was “Even the Softest will NOT make him comfortable”.

The challenge was to improve the main tagline, keeping the declarative tone.

The Solution

Spec Ad – The copy developed for this purpose was “For rough nights”.

The new copy more concisely declares the purpose of the product, which addresses the issues suggested in the illustration.

Copy Sample 3 – Ro (Spec Ad)

The Client

Ro

The Product

A Wegovy-type drug (for weight loss)

The Challenge

Ro was promoting a Wegovy-type weight-loss drug, a semaglutide taken in the form of weekly shots.  

The original copy for this subway station advertisement was “A weekly shot to lose weight with coaching, care, and healthy lifestyle choices to make it last”.   

The challenge was to better emphasize the benefits of taking this treatment.

The Solution

Spec Ad – The copy developed for this purpose is “Lose weight with / One weekly shot. Keep it off / With a healthy lifestyle, coaching, and care”.

The new copy breaks down the treatment process line by line, to add clarity and emphasize benefits.

Copy Sample 3 – Farxiga (Spec Ad)

The Client

AstraZeneca

The Product

Farxiga (used to treat chronic kidney disease)

The Challenge

AstraZeneca was promoting Farxiga, a metabolic and renal drug used to treat chronic kidney disease.

The original copy of this advertisement, intended for physicians, was “Protect Life”, i.e. the lives of their patients. Additional copy illustrated further benefits of the treatment.

The challenge was to improve the main tagline, keeping a commanding but reassuring tone.

The Solution

Spec Ad – The copy developed for this purpose was “Keep On”.

The new copy is upbeat in tone but still conveys benefits with authority. It was also supplemented by improved header and body copy.

Copy Sample 5 – Darzalex (Spec Ad)

The Client

Johnson & Johnson

The Product

Darzalex (used to treat multiple myeloma)

The Challenge

Johnson & Johnson was promoting Darzalex, an oncology and hematology drug used to treat multiple myeloma.

The original copy for this presentation-style advertisement was “Open a New Dimension of Combination Efficacy”. This was meant to illustrate the curative benefits of Darzalex when combined with other treatments.

The challenge was to more concisely illustrate the benefits of combined treatments.

The Solution

Spec Ad – The copy developed for this purpose was “Greater Efficacy Together”.

The new copy conveys the benefits of combination treatments in a more concise way.

Copy Sample 6 – Cosentyx (Spec Ad)

The Client

Novartis

The Product

Cosentyx (An immunology drug)

The Challenge

Novartis was promoting Cosentyx, an immunology drug for autoimmune diseases, especially diseases such as psoriasis, ankylosing spondylitis, and psoriatic arthritis.

The original copy of this advertisement was “Move and Feel Better with Cosentyx”.

The challenge was to present a more action-oriented tagline, keeping the empowering tone.  

The Solution

Spec Ad – The copy developed for this purpose was “Get Moving With COSENTYX”.

The new copy more concisely describes the benefits of using the treatment, while keeping and upbeat and empowering tone.

Copy Sample 7 – Enbrel (Spec Ad)

The Client

Amgen

The Product

Enbrel

The Challenge

Amgen was promoting Enbrel, an immunology drug used to treat rheumatoid arthritis (RA) and other diseases. They had developed an advertisement geared toward physicians.

The original copy of this advertisement was “Don’t Let RA Get in Their Way”.

The challenge was to present a more concise, more direct tagline that physicians would be able to identify with.

The Solution

Spec Ad – The copy developed for this purpose was “Find a Way / Past RA”.

The new copy is more concise and directly addresses rheumatoid arthritis and puts it in more relatable terms for physicians.

Copy Sample 8 – Vyndamax (Spec Ad)

The Client

Pfizer

The Product

Vyndamax

The Challenge

Pfizer was promoting Vyndamax, a cardiovascular and rare disease treatment, used to treat transthyretin-mediated amyloid cardiomyopathy (ATTR-CM), a muscular condition of the heart.

The original copy of this advertisement was “Live Longer, It’s Possible”

The challenge was to make a more concise tagline that keeps a hopeful message.

The Solution

Spec Ad – The copy developed for this purpose was “You Can / -Gain Moments-”.

The new copy is more concise and emphasizes the benefits of the treatment in a hopeful way.

Copy Sample 9 – Vabysmo (Spec Ad)

The Client

Roche

The Product

Vabysmo

The Challenge

Roche was promoting Vabysmo, an ophthalmology drug used to treat neovascular (wet) age-related macular degeneration (AMD) and other ocular diseases.

The original copy of this advertisement was “Open Up Your World with Vabysmo”.

The challenge was to create a more concise tagline.  

The Solution

Spec Ad – The copy developed for this purpose was “A New View / with Vabysmo”.

The new copy is more concise and illustrates the benefits of the treatment for patients.

Copy Sample 10 – Lynparza (Spec Ad)

The Client

AstraZeneca

The Product

Lynparza

The Challenge

AstraZeneca was promoting Lynparza, an oncology drug used to treat breast cancer. The treatment is intended to address BRCA (“BReast CAncer gene”) mutations.

The original copy of this advertisement was“Time to reimagine BRCA mutations in early breast cancer”. This advertisement was intended for physicians, who would recommend this treatment for their patients.  

The challenge was to create a tagline that would more concisely express an empowering message.

The Solution

Spec Ad – The copy developed for this purpose was “Re-Envision / BRCA mutations in early breast cancer”.

The new copy is more concise and direct, while keeping the key message.