Barbara Lippert's Critique: Eli Lilly's Brain Wave

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It’s not itching and scaling and bloating. The symptoms of attention deficit disorder are subtle, more complex and tougher to diagnose, especially in an adult. And they’re extremely tricky to illustrate in a TV commercial. That’s why “No Remote,” a new spot from Eli Lilly, is such a breakthrough.

You’ve heard of the movie Claire’s Knee? This little film could be called Ann’s Head. And that’s a place you don’t really want to visit—although the internal chaos and thrumming is exquisitely reproduced here.

We watch as Ann, an attractive, clear-eyed 40-ish professional with a husband, kids, etc.,



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