The target is searching for treatments that last more than a few days, weeks or months. This insight was the basis for the ENBREL “Calendar” campaign, which uniquely showcases the long-term efficacy (results through 6 months) of ENBREL.

The commercial opens on a picture frame and calendar. The camera zooms into the picture frame, revealing a woman struggling with her plaque psoriasis. Once she starts ENBREL, her skin becomes clearer. Calendar pages peel away as the season’s change. Using parallax special effects, the woman is pleased with her results and participates in and enjoying the events in her life.