AstraZeneca has rolled out a fresh TV spot for its blockbuster-to-be Breztri, hitting the message that the product frees chronic obstructive pulmonary disease (COPD) patients to leave their bad days behind and cruise into a brighter future.
Breztri has emerged as a key product for AstraZeneca, which reported a 51% jump in sales of the therapy in the second quarter and reiterated its belief the product is on course to become a blockbuster. The fast rise of Breztri is underpinned by a series of ads designed to show how switching to the therapy changes the lives of people with COPD. AstraZeneca recently launched the latest TV spot in the series.
The ad opens with a close-up of a woman's face, seen through the water in a goldfish bowl. The woman says that before taking Breztri, she had “bad days” that were “ruined by flare-ups that could permanently damage my lungs.” After adopting a serious tone for those opening statements, the woman breaks into a smile as she discusses how things changed after she spoke to her doctor and started taking Breztri.
“Breztri gave me better breathing. Starting within five minutes, my lung function improved,” the woman says. “Breztri also helped improve my symptoms and was even proven to reduce flare-ups, including those that could send me to the hospital. Now, I worry less about bad days and enjoy more good days.”
As the woman delivers those lines, the walls of the room she is in are removed to reveal the deck of a cruise liner. The song “All Right Now,” a hit for Free that AstraZeneca has used across multiple Breztri ads, kicks in to drive home the message about how the therapy has changed the woman’s life.
Across the rest of the ad, we see the woman standing on the deck arm in arm with a man under a sign that says “better breathing,” sinking a putt on a crazy golf course, eating breakfast in the sun and dancing. The woman ventures off the ship to walk the streets of a bustling town.
AstraZeneca has carried over the structure of the ad, many of the lines and use of “All Right Now” from its earlier TV spots. After using animation in its first two ads, the company switched to the style seen in the latest TV spot last year. The 2023 ad featured a man road-tripping in a RV, rather than a woman on a cruise liner, but is otherwise similar to the current TV spot.
Screening the ads has established AstraZeneca as a recurring presence in the foothills of the top 10 TV drug ad spenders. Breztri took tenth spot in June as AstraZeneca ran the RV ad and climbed one place to ninth in July.