Something’s gone wrong with VYVGART Hytrulo.
This is one of those drugs, like Skyrzi, that treats diseases that have been invented since we were kids, like Wet AMD, moderate-to-severe plaque psoriasis—and, in this case a thing called CIDP, which apparently makes walking difficult.
For a few years now, we’ve watched a commercial featuring a woman with a cane “hitting the road with my number one” (her fella, I guess) … and a cloyingly dweeby guy in leg braces, “hitting the fairways with the fellas.”
Well Wednesday night, I saw a new version of the ad. The woman is still rambling with her Romeo, but this time, the guy isn’t hitting the fairways with the fellas. He’s playing miniature golf with three other middle aged men, and boasts that he’s “putting with the fellas.” Clank!
Ummmm, first, four grown men playing mini golf together should face questions from journalists and the scrutiny of public mental health agencies if not the police. Second, if you’re reshoot your commercial to capture this odd scenario, can we adjust the copy to keep the alliteration? “Putting with my pals.” Was that so hard?
But most puzzling: What claim about the limitations of VYVGART Hytrulo caused lawyers and ad people to hunker down together and agree to convert a round of real golf into some kind of perverted adult putt-putt?
I can’t find a version of the new ad online, or any explanation of it. But something’s happening here. And at Writing Boots, we’re going to get to the bottom of it.
I’ve said it before and I’ll say it again: These drug commercials are almost as diverting as drugs, themselves.
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