By leveraging the hallmarks of 1970s cinema through deep focus cinematography, design graphics, and freeze frames, we created an iconic look that allowed Tresiba® to stand apart from the generic visuals that have become the category norm.

In addition to cinematic elements, music was designed to be a critical part of the presentation, an original composition produced for this campaign to be catchy and memorable. In fact, one particularly enthusiastic Twitter user proclaimed it to be the “song of the summer.”

As each character is introduced, a freeze frame captures their action, and a musical refrain proclaims them to be “Tresiba® Ready.” Ready to face life and manage their diabetes with a newfound optimism.

In each of the three spots, viewers are invited to step into the lives of everyday people. The original execution showcases Betty, a waitress searching for around-the-clock blood sugar control; Freddy, a barber looking to trim his A1C; and Eddy, a delivery man in need of a treatment that fits his ever-changing work schedule. Two additional spots in the campaign followed the same formula and showcased the brand through characters that embody and reinforce the exceptional benefits of Tresiba®.

During the spot, optimistic moments are reinforced by our musical score and the hallmarks of 1970s cinema: deep focus cinematography, design graphics, and freeze frames. All these elements work together throughout the spot to create a trifecta of power branding: an audio mnemonic, a freeze frame, and a graphical lock-off. This allowed Tresiba® to stand apart from the generic musical scores and mundane imagery that have become the category norm.

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