A distinguished looking older gentleman strolls through an art gallery as upbeat yet nondescript music plays in the background and a voice-over asks, “What are folks 60 and older up to these days?”
The gentleman responds sagely: “Getting inspired.” A white-haired woman moving boxes a table around tells the viewer she’s volunteering; next up is a quad of sporty older folks enjoying a sunny day on a pickleball court. So far, so very pharma … and then, as the older gentleman is telling the viewer that he’s playing pickleball, BLAM cut to black, like a flashback to the 2007 "Sopranos" finale. (Sorry, spoiler.)
Gone is the groovy elevator music replaced by the ominous and shrill sound of heartbeat flatlining. “This moment could be cut short by RSV,” appears on the screen.
The rest of GlaxoSmithKline’s awareness spot, launched at the end of April, informs the viewer that while often mild, respiratory syncytial virus (RSV) can be dangerous in adults over 60 and for those with certain conditions such as chronic obstructive pulmonary disease, asthma and congestive heart failure. The mostly unbranded—except for a small GSK logo in the corner—spot sends the viewer to the RSVandMe.com website for more information.
The comprehensive website is also mostly unbranded, except for the very end with another logo and a prompt to contact GSK for help.
That “help” is no doubt’s GSK’s vaccine, Arexvy, which nabbed an historic FDA approval on Wednesday, May 3 and became the first RSV vaccine for adults 60 and over in the world
. Projections are showing blockbuster status in the stars for the shot. However, battling for the hearts, minds and lungs of this demographic is Pfizer, which is waiting on its own RSV vaccine approval this month, as well as Moderna, which is not far behind with a phase 3 approval on its belt.
In addition to this spot, GSK has enlisted Earvin “Magic” Johnson, former basketball star and public health advocate in another awareness push, “Sideline RSV.”