Furious Seasons

September 26, 2007

Atypical Nation: Abilify TV Ad Targets Women

I've just viewed the Abilify TV ad online and BMS is clearly marketing the drug at women. From the sound of symptoms they describe, it sounds like an ad for a bipolar disorder 2 treatment. You can view the ad here (just be patient and let the screen flip several images at you and then you should be able to click on a little banner to watch the ad). If anyone can get that puppy into YouTube form, send it over and I'll post it. Or would my readers at BMS prefer to just send me an mpg?

Here's the reaction of one reader who viewed the TV ad recently:

"It basically goes like this: attractive, 20-something woman is walking through a path in the woods on a gloomy day, looking sad, and passes by family and friends who look at her from the side of the path. They look sad too, as if there's nothing they can do to help her. Meanwhile, the soothing announcer asks if you feel sad, etc. Then, the announcer lets you know that Abilify is the answer to your problems. The woman walks out of the woods, and has a friend with her on the path. Then the disclaimers start. And continue. And continue. What's amazing is that the disclaimer actually lasts longer than the ad. And my boyfriend pointed out that death is mentioned no less than 3 times. "Take home message--Abilify might kill you, but at least you'll be popular."

Well, who doesn't want to be popular?

Posted by Philip Dawdy at September 26, 2007 11:06 AM

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Comments

how disgusting. when did death become an acceptable side effect? the death rash, agranulocytosis, nms, etc etc ad nauseum.
years ago i was in a med support group the leader was talking about the side effects profile of a common a typical. i was letting my mind wander, having heard this all before. Till a woman scraped back her chair, rose to her feet and said in a booming voice " you gotta be f-ing kidding me, who in their right mind would take this s-t?"
and with the help of a walker, promptly exited the building.
i will never forget her raw truth, or that the thought had never occured to me. I have never witnessed anything like it before, and doubt i will again.

Posted by: jenna at September 26, 2007 10:57 PM

Yet, some choose death as an option on their own without the help of medication. Does this also say something about the progression of 'helplessness' that people feel when dealing with mental illness?

A frustrating side-effect that even our own minds bring us to connect with, yes? Some of us reject it as do many that reject medications with that side-effect. But some choose that to be removed from the pain and anguish. An acceptable risk or a risk that's already being accepted?

Posted by: Cat at September 27, 2007 07:38 AM

Food for thought, Cat. Attempting suicide is, effectively, illegal as to do so will get you incarcerated and that's what we do to lawbreakers.

Trouble is, what counts as attempting suicide? My sister smoked and over-ate herself to death. But nobody came her to rescue wielding the DSM. On the other hand, I act strangely but I'm still alive.

So the evidence would seem to suggest that my behaviour is not as risky as my sister's was. Risky, but socially acceptable, and now she's dead without the help of medical intervention. Lucky brat.

Posted by: Francesca Allan at October 1, 2007 05:07 AM