Only you can make it real.” The evocative 2021 television spot was funded by Pfizer just as the pharmaceutical giant was rolling out its COVID-19 vaccine.
… Because some people you just want to meet in person.” It closes with the tagline: “Science can make this possible.
A RealClearInvestigations review of ads that ran tens of thousands of times during the pandemic found that the major vaccine companies routinely exploited a regulatory loophole to skirt those marketing rules while embarking on massive paid media campaigns to sell the COVID-19 vaccines.
But he noted that the vaccine industry campaign appeared particularly pernicious, as government and media voices largely echoed every marketing claim of the vaccine industry with little pushback, while the tens of millions of dollars of pharmaceutical ads provided an inherent conflict of interest for the news programs covering the pandemic.
The ads “violate the spirit of the EUA, if not the letter of the law.” The ad blitz was plastered across television and social media and later celebrated by drug industry insiders as one of the most effective pharmaceutical outreach campaigns of all time.
In other words, although both vaccine firms poured vast resources into marketing and advertising the vaccine, they did not mention the official brand names – Pfizer’s COMIRNATY and Moderna’s SpikeVax – and therefore, under this interpretation of the rules, neither the routine direct-to-consumer disclosures nor the EUA disclosures applied.
Another, titled “Hug,” showed two women clutching each other, weeping.
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