Amgen, a major biotech company, has taken an innovative approach to connect with psoriasis patients by using humor in their latest Otezla TV advertisement. In a landscape where most ads and materials about plaque psoriasis focus on the seriousness of the condition, Amgen has chosen to add a lighthearted touch while still acknowledging the mental toll it takes.
Traditionally, ads and educational content for plaque psoriasis tend to be straightforward and serious. Other companies like Almirall and Bristol Myers Squibb have taken dramatic and earnest approaches to address the impact of psoriasis. However, Amgen, known for its acquisition of the psoriasis drug Otezla for a significant amount, has adopted a different strategy.
The prominent biotechnology company embraced a cheerful and positive attitude when it collaborated with a renowned celebrity makeup artist for an Otezla promotional campaign in 2021. Now, Amgen has come back with a television advertisement that aims to discover levity in the challenges confronted by individuals dealing with psoriasis.
Amgen’s recent advertisement begins with a scene outside a local cinema named “The Otezla,” where a movie titled “Live In The Moment” is being shown. The ad features a man, Ned, as he looks at a picture of Tara, his date, on his phone. Suddenly, camera flashes transform the scene into a movie premiere, and a voice-over introduces “Ned’s plaque psoriasis.” Confused and out of place, Ned is bombarded by reporters’ microphones, and the voice-over humorously remarks that he believes his visible red patches define him. This scene is juxtaposed with shots of an Otezla tablet, emphasizing its importance in treating plaque psoriasis.
The narrative shifts to Ned’s interaction with Tara, his date, outside the cinema. As he becomes more engaged and lively, the ad suggests his improved confidence due to Otezla’s effects. The narrator discusses Otezla and its benefits while showing various scenes, including Ned and Tara watching the film. The ad ends with Ned and Tara sharing a warm hug, symbolizing the positive impact of Otezla on their lives.
Amgen’s unique approach aims to set them apart in the competitive psoriasis treatment market. Despite facing challenges from new competitors and free drug programs impacting Otezla’s new patient demand, Amgen recorded a 1% rise in Otezla sales in the second quarter. The company acknowledges that these pressures might persist through 2023. The ad’s concluding message, “live in the moment, ask your doctor about Otezla,” emphasizes the product’s potential to enhance the quality of life for psoriasis patients.
