PAXLOVID was first federally approved to treat COVID early in the pandemic, and what can be said or implied in advertising is still tightly restricted. Five years later, however, public sentiment about COVID has changed radically. These spots successfully navigated these restrictions while still telling a story relevant to today’s perceptions of the disease.
That last one was so well received that we were asked to recreate it in Spanish. The language change meant that we needed more time to tell our story and, as a result, we got to tell an even more resonant story. Take a look!