Feb 26 2008
Dr. Jarvik
I’ve worked on Pharma advertising in the past. My wife, worked for the FDA. So you can imagine I’ve got a lot of experience with Direct to Consumer Pharma advertising. The blow up over how Phizer “used” Dr. Jarvik in their ads is ridiculous. The full article of the situation can be found here.
The highlights are as follows:
1. The GOV believes that just because Dr. Jarvik created the artificial heart, that doesn’t make him a medical expert. Think about that for a second? Ok, so he didn’t study heart disease for 20 years. I get that. But the guy created the fucking artificial heart. I mean that’s gotta count for something.
2. The GOV is concerned that a body double was used in the ads. The body double was specifically used in a scene, where consumers are made to believe that he is rowing. In fact, Dr. Jarvik doesn’t row. Again, are you kidding me. Who gives a shit if he doesn’t row. They guy invented the artifical heart. What does rowing have to do with his endorsement of Lipitor?
I’m sure you can tell I think this whole thing is silly. I get the concept of why the GOV regulates DTC advertising. You don’t want companies making false or misleading claims. However, tell me how the use of Dr. Jarvik in ads is any different than say Gatorade’s use of Michael Jordan in an ad? In both scenarios, marketers are trying to find ways to connect with viewers. In both scenarios, advertisers are using one of the oldest forms of advertising: celebrity endorsement.
If the GOV is going to come down on Phizer, then they should come down on Nike, Gatorade, Buick, Rolex, etc., etc., etc.
