What connects a broken windshield, a raccoon infestation and Peyronie’s disease? According to Endo, all three challenges are examples of when people benefit from speaking up and getting recommendations from trusted sources.
Endo showed the challenges, plus a broken washing machine, engine failure and dog-driven gardening incident, in its latest 30-second Peyronie’s TV spot. People with Peyronie’s have a buildup of scar tissue that causes the penis to curve. Endo markets Xiaflex to treat the condition and has run a series of ads in recent years to encourage men with Peyronie’s to talk to their doctors.
The new “I Got Somebody” ad opens with the shot of a middle-aged man leaning on a car and looking at his phone. Popups show the man is looking up information online, asking “What causes a curve down there?,” “Is it Peyronie’s disease?” and “Is there somebody I can talk to for help?”
Then, a tree branch crashes through the car windscreen. A group of three men at a neighboring house see the scene and one of them delivers the ad’s key line: “I got somebody for that.” Across the next part of the ad, we see the man who was looking up Peyronie’s symptoms encounter various domestic issues. Each time, one of the three neighbors sees and says “I got somebody for that.”
At a backyard barbeque, the man asks the three neighbors “have you guys got somebody for Peyronie’s disease?” None of the neighbors answer but the next scene shows the man visiting a urologist. At that point, a voiceover starts to explain that “there’s hope” for the estimated 1 in 10 men who may have the disease and that non-surgical options are available.
Endo will run the ad nationally in 15- and 30-second spots on broadcast TV, including networks such as ESPN, ABC, NBC, ESPN, USA and Fox Sports 1, during programs such as "CBS Evening News" and "NASCAR on The CW.” The company is also buying slots on streaming services, including Hulu, Amazon and Peacock, and getting the message out across social media, digital and search advertising.
The ad hits some of the same messages as the earlier TV spots. Endo has previously focused on “internal agonizers,” people who spend time worrying and Googling symptoms without taking action. The man in the new ad appears to be an internal agonizer at the start of the TV spot but gets help after talking about the condition.
Scott Hirsch, interim CEO at Endo, discussed the impact of work to raise patient and physician awareness on an analyst call in November, citing the efforts as a driver of the 16% jump in Peyronie’s revenues in the third quarter. Peyronie’s can have a low diagnosis rate, Hirsch said. Increasing that rate by raising awareness and encouraging people to get help could drive further growth of Xiaflex.