Saturday, November 11, 2017

The Jardiance Commercial



Have you seen the Jardiance Commercial called “Big News?” It’s actually quite engaging and I would give it a prize in the ad world (whatever that is). I’d seen it several times in the morning using my exercycle, and finally looked it up.  It begins with a camera crew of 4 strolling in a park, and the 40-something, fashionably gray interviewer with glasses (Jordan Murphy), asking people questions and showing them the ad on his i-pad (which we then also see as though we are there looking over his shoulder). Everyone he interviews is overweight and dressed in oversized clothing—jeans, sweats, slouch caps, sweaters, just the sort of stuff you wear in a park, or to hide the extra pounds. All seemed to be in the 50-60 age range.  The TV ad staff—young black woman assistant and two young white cameraman and sound assistant-- are not overweight and in their 20s.

The ad (on the i-pad) did not say a word about weight.  But it’s all over the ad.  Subtle.  Well played.

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