Amevive works by blocking certain T cells and, in the process, the inflammation and other immune responses that fuel psoriasis flareups. It's the ultimate challenge for ad execs: How do you tell the story of a drug's mechanism of action without drowning the ad in a swamp of data?ĪbelsonTaylor solved the riddle with its creative for Astellas' psoriasis treatment Amevive (alefacept). LEFT TO RIGHT: Therese Amaginot, associate creative director, Angie Bauerle, senior art director, Rachel Lomasz, senior copywriter, Amanda Acevedo, senior art director This year's Ad Stars prove that it takes more than footage of people frolicking merrily on the beach (as a list of side effects scroll across the screen) to get consumers to consider a drug or physicians to prescribe a brand. Also, more high-quality health Web sites are being developed to provide patients with tons of data in easy-to-swallow capsules of video and audio streams. This is also the first time that two animated healthcare ads have cracked our list of Ad Stars.

Ad agencies dug deep into their creative cache to deliver campaigns that are compelling, visually stimulating, even hilarious.

In the sleep and cholesterol categories, the competition is so fierce that agencies are using talking beavers and comparing food to family members to stamp brands on consumer brains. CREATING A BREAKTHROUGH PHARMA CAMPAIGN in today's world of me-too (and me-three and -four) drugs-not to mention marketing mania-forces brand teams to think of new ways to capture consumer and physician attention.

How to you pronounce evovax