Pharma marketers are known for recruiting both doctors and celebrities for ad campaigns. But Novartis has both in one person for its dry eye disease medicine Xiidra.
Actor Ken Jeong is no longer a practicing physician, but he is still a celebrity Novartis spokesperson for the past 18 months, and he’s now turning up the celebrity for the brand.
Novartis’ latest TV commercial for Xiidra is a movie trailer spoof with Jeong squinting and rubbing his eyes as he walks through a park, while a loud, ominous voiceover intones: “In a world where dry eye symptoms keep coming back … one man learns the truth.”
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