A First in Drug Advertising Here's a new way to sell drugs. "Interview" the quintessential Mom and Pop. They're a little past retirement age. They've been married forever. They complete each other's sentences. She's sassy. He's deferential. It's like a scene out of "When Harry Met Sally." When they appear on your television screen they seem to be responding to an interviewer, but at the same time they seem to be speaking directly to you, as if you'd just stopped by for a friendly visit and asked how they were doing. Glad you asked! It seems Mom has been taking over-the-counter, non-steroidal anti-inflammatory drugs (NSAIDs) to control pain. But her doctor (who Pop describes as "a very smart man") is concerned that she might develop an ulcer from the NSAID use, so he prescribed Nexium to help prevent an ulcer. In a typical drug commercial, this is where a voiceover would hurry us through a scary list of possible side effects. But that's not necessary for Mom and Pop; they casually run down the inventory of Nexium's side effects as part of their conversation. ("Oh, remember, your doctor also said it could cause stomach upset.") But the casting and script aren't the only things that set this ad apart from other drug ads. Drug commercials pitch products that treat health problems. What's most unusual about this pitch is that it's selling Nexium to prevent the possible side effects of another drug. I'm not certain but I think this may be a first in drug advertising. Furthermore, this ad is also selling the IDEA that if you're taking a drug that poses unhealthy side effects (and what drug doesn't?) the healthy thing to do is to take an additional drug. Remember, Mom's doctor is "a very smart man." If drug companies can convince enough people that treating drug side effects with drugs is a logical and reasonable thing to do, there will be no end to the medicating. Or the profits. | 
