Spotlight On... Smiling masks take center stage in Otsuka, Lundbeck's new Rexulti DTC ad; Lilly drug rep's killer sentenced to life in prison; Lupin wraps U.S. buyouts in bid to grow in the States; and more...

Otsuka and Lundbeck are working to build on the foundation of now off-patent Abilify with their new antipsychotic drug, Rexulti. And they're hoping some smiling masks can help them do it. The masks take the spotlight in the pair's new DTC campaign for the drug, with somber actors holding them up in social and work situations; as they do, a voiceover explains that "unresolved symptoms" force some depression sufferers to put on a brave face while taking antidepressants. More from FiercePharmaMarketing

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