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Top U.S. Antidepressant Ventures Onto The Airwaves For First Time
CHICAGO–Eli Lilly & Co. has joined the pharmaceutical industry’s move into direct-to-consumer TV advertising with three “test” spots for prescription anti-depressant Prozac.
Three 60-second ads began airing last week on cable networks including CNBC, Discovery and USA Network. Leo Burnett here created the spots; DraftWorldwide, Chicago, hired by Lilly in June to coordinate its entry into direct-response TV, handles media planning and buying.
The spots continue the “Welcome back” tagline used in Burnett’s consumer print advertising for Prozac, which began in July 1997.
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