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'Sopranos' Star Refers Viewers to Zoloft Site

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NEW YORK Pfizer said that roster agency The Kaplan Thaler Group has created a TV spot for its Zoloft brand that touts a new Web site for consumers to learn about depression and its treatment.

The 30-second ad featuring Lorraine Bracco (The Sopranos) broke today in which the actress talks about the year she spent suffering from depression. "You know, it's OK to change some things in your life," she says, addressing the camera. "If depression has a hold on you, it doesn't have to be forever."

Without mentioning Zoloft, the Bracco spot directs consumers to a Web site, www.depressionhelp.com.

"There's help out there," she continues. "Why live with depression when maybe you can live without it?"

The site gives a continued account of Bracco's battle with depression and lists symptoms and information about Zoloft.

The campaign will also be supported by print from the Publicis Groupe New York agency, which won the account in 2003 after a review. Pfizer spent $80 million advertising Zoloft in 2004, per Nielsen Monitor-Plus.