Cannes Lions
VML, Kansas City / FIRST CALL / 2018
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Description
A patient describes his malady and the opioid painkillers he was prescribed as a result. An announcer then introduces the painkiller, praising its virtues before listing off common side effects, as required of American pharma ads. The possible side effects sound minor and medical at first, but they quickly turn into shocking lifestyle problems consistent with opioid addiction. Side effects include crime, broken relationships and overdoses. After the side effects reach a tragic climax, the announcer concludes that death is one of the most common side effects of opioid abuse, and invites those struggling with addiction to seek help.
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