The target audience is appropriate patients with COPD, a respiratory illness that makes it hard to breathe and worsens over time. Our research found that because this is a progressive condition, many patients are curious to learn about new treatment options to help them breathe better.

In the US, direct to consumer broadcast advertising is permitted, but must comply with laws and regulations of the federal agency, the Food and Drug Administration (FDA) for prescription drug promotion, including providing balanced information about product that is substantiated through well-controlled clinical studies. The commercial must state the most important risk information, have adequate provision of the prescribing information, be in lay language, encourage intervention with medical professionals, and state the product is by prescription only. Prior to broadcasting, storyboards and animation were submitted to the FDA for review and advisory comments from the agency were incorporated.

Our :75-second narrated story begins with a flower inflating to illustrate “the world is filled with air”. As the camera pulls back, we reveal a world in which everything is inflatable.

We then pan to our hero, a man who has COPD (Chronic Obstructive Pulmonary Disease). He is walking onto a dock on a lake with his wife. He is short of breath and not keeping up with his wife. His sympathetic wife immediately stops with him.

The scene transitions to frames that describe ANORO ELLIPTA.

The story transitions to a point in the future where our hero and his wife are taking part in age-appropriate activities.

We see the couple taking a drive together in a convertible car. They enjoy a drive through farm country, continue driving through the Redwood Forest, and stop to have lunch at a picnic table. We then see them in San Francisco where they take pictures of the Golden Gate Bridge and ride a trolley together.

The story ends with the couple on the trolley where the wife gives her husband a kiss on the cheek, and then transitions back to the opening scene with the flower and a close-up of ANORO ELLIPTA.