In our TV spot, filmed at Mile High Stadium in Denver where John Elway played his entire career, we bring him into familiar surroundings. It’s here where everyday activities impacted by Dupuytren’s contracture are on full display—the same activities we heard frequently in market research: an embarrassed wave, an awkward handshake, a clumsy attempt to pick up a $23 stadium soda. As Elway walks the concourse and brushes shoulders with fans and others who have been impacted by Dupuytren's contracture, he candidly discusses his journey with the condition—from concern to diagnosis to eventual treatment with a nonsurgical option—and inspires others to act quicker than he did by speaking with a hand specialist today. The parting message—that your hands have a lot more to do—is relatable to all and is a fitting reminder that Dupuytren's contracture doesn't need to impact the activities you enjoy most.

Our goal with this commercial was a fresh take on modern pharmaceutical advertising (which, we know, can be a bit of an oxymoron). But through natural lighting, fog effects, and carefully composed frames—along with a mix of digital video and 16-mm film—we were able to create a truly memorable, impactful, and nontraditional spot. At times, it felt as if we were privy to some of Elway’s home movies—an authentic touch that made it even more relatable to patients.

Since this effort was purely a disease education and awareness campaign, we weren’t allowed to mention our clients’ product by name. As such, it was crucial to pique enough interest through the spot to make our target audience feel compelled to do some additional research on their own after viewing.

Our target audience is people aged 45 to 75 years with Dupuytren's contracture who are either undiagnosed or diagnosed but not yet treated. Aside from a doctor’s diagnosis or simplistic online research, they have limited knowledge of the disease’s progressive nature or clear understanding of their treatment options.