Lehman Millet Bows Bayer Ads

Whimsical photos and outlandish headlines are the basis of a new global print effort for Bayer Diagnostics.
Created by Lehman Millet, the campaign represents the first major work from the Boston-based shop since winning the $3 million account in January. The tagline: “One decision. A lifetime of choices.”
Lehman Millet creative director Deborah Lotterman said the intent was to avoid the typical route of diagnostics industry ads, which tend to push individual product features.
“We wanted to shake up the industry and promote the product benefits for lab directors,” said Lotterman.