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Eli Lilly’s first oncology campaign launched last week, putting the Indianapolis drugmaker on a growing list of pharma companies running DTC ads for cancer drugs. Lilly Oncology’s initial effort is for Verzenio, which was approved last year to treat metastatic breast cancer.
The debut TV ad, “Relentless,” features women and their families enjoying spending time together at a dance recital, playing with grandchildren and baking with a daughter. The overarching theme is that although metastatic breast cancer is relentless, so are the women who have it. The TV spot officially premiered during the Academy of Country Music Awards on Sunday night.
To create the ad, the Lilly...