Paxlovid Global
DTC (concepting)
COVID-19 has killed over one million people and continues to be a threat, but everyday we become more fatigued and less afraid of living with its lingering presence. No one plans to get COVID-19, but if we do, most of us have no plans to do anything about it.
THE GOAL:
Make PAXLOVID an automatic response to a positive COVID test and take control of COVID-19 before COVID-19 takes control of you.
*This concept was presented but never produced.
Client: Pfizer
Year: August 2022
Brief: National TV spot for launch of Paxlovid
Creative Directors: Ryan Hose, Dave Pachence
Copywriter: Kelly Slonaker
Art Directors: Yunuén Sigler
Work done at FCBHealthNY (RIP 🥲)
It’s been a long journey with COVID, but we finally have the hero we’ve been waiting for. Paxlovid takes COVID treatment to new heights by fighting the virus from the comfort of our own homes. To showcase this monumental treatment, we use illustration and animation overlaid onto a classic video ad. The use of graphic elements blend the 2D and 3D world interchangeably, and punchy/quick cut illustrations show the viewer a window into the epic-ness that is the new antiviral drug Paxlovid.
CAMPAIGN CONCEPT: PAXLOVID Fights COVID For You
Tested positive for Covid? Ask your doctor for PAXLOVID, an oral treatment for people 12 and older who are at high risk for severe COVID-19. PAXLOVID swoops in and battles COVID and its symptoms around the clock, delivering the force you need to get better and kick COVID to the curb. Taken within the first 5 days of symptoms, PAXLOVID reduces the chance of serious illness and hospitalization by 86% and can prevent mild symptoms from getting worse. PAXLOVID fights COVID so you don’t have to.
[Voiceover]
