XELJANZ is a prescription drug (a JAK inhibitor) indicated to treat rheumatoid arthritis (RA), psoriatic arthritis (PA), and ulcerative colitis (UC).
The assignment was to come up with stories for two new TV commercials (for RA and UC) for Xeljanz. These were the second round of commercials (pool-outs) of an existing campaign that was established by the staff GCDs who were stretched too thin to do all that was needed to get these through the several-month process from conception to shoot. The RA spot had to start with a patient getting out of bed and walking barefoot, followed by the story of their day without pain. The UC spot had to contain 3 scenarios representing 3 patients and their stories. Each had to mislead the viewer so they think the patient was rushing to the bathroom.
We created over a dozen scenarios to pitch to clients. A select few were chosen and prepared for testing. Two tested highest and we were asked to work out all the details and prepare shooting boards. What you see is what we boarded. This project was one thing we did while at VMLY&R creating and producing the Linzess campaign.
CD/CW: Paula Dombrow CD/AD: Jacqueline Leak Agency: VMLY&R