The Body of Proof :60 TV execution is a compelling story about HUMIRA’s efficacy in treating both the joint and skin symptoms of Psoriatic Arthritis (PsA). The campaign uses a curated user-generated approach to convey the brand’s efficacy in targeting and blocking the inflammation that causes two seemingly disconnected symptoms. Inspired by social media, still images and video with personal captions provide proof of HUMIRA’s efficacy for many people; they are the Brand’s bodies of proof.