Ad Stars: McCann HumanCare (Chantix)
FABLE LABEL
agency: McCann Humancare
brand: Chantix
client: Pfizer
photo from left: Doug Welch, SVP, executive creative director • Simon Hunter, SVP, group account director • BJ Kaplan, SVP, executive creative director • John Heath, SVP, group director, strategic planning
Everyone knows the fable about the tortoise and the hare. It was this universal association that made McCann Humancare's print ad for Pfizer's Chantix so effective. By featuring the proverbial race between the turtle and the rabbit, it acknowledged the challenge of quitting smoking and the determination quitters need to stick to treatment—and to battle relapse post-Chantix. The ad didn't need any kind of gimmick, because everyone knows who wins. All McCann had to do was help consumers connect with the mind-set of being determined, steady, and wise.
"In many communications, smokers are vilified and made second-class citizens," explains BJ Kaplan. "Part of this campaign is to praise quitters for the attempts they are taking and to encourage them to quit."
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April 1st 2025Join us for an insightful conversation with Jennifer Harakal, Head of Regulatory Affairs at Canopy Life Sciences, as we unpack the evolving intersection of social media and healthcare decisions. Discover how pharmaceutical companies can navigate regulatory challenges while meaningfully engaging with consumers in digital spaces. Jennifer shares expert strategies for responsible marketing, working with influencers, and creating educational content that bridges the gap between patients and healthcare providers. A must-listen for pharma marketers looking to build trust and compliance in today's social media landscape.
