Invokana makes diabetes fun again!


Question: What do obese, middle-aged and older, mute Americans with Type II diabetes do for fun?

Answer: At least according to this TV commercial for Invokana, they wander around waiting for frisbees with alluring images to glide down from the sky, then clutch the discs tight to change their lives.

I was struck by this 2-minute ad, which I saw a couple times while at the gym. The group really does personify the obesity and Type II diabetes statistics you read about. The ad makes the pill sound quite promising –explaining how great it is for glucose control and adding that it can even help patients lose weight.

The actors keep enjoying new frisbees right through the extensive discussion of side effects. It seemed odd to see a woman clutch a frisbee with what looks a lot like a diagram of the female pelvic anatomy at the same time the urinary tract infection and genital yeast infection side effects are discussed. Check it out around 1:07.

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At first I thought this was an ironic and unintentional placement but when I watched it again I noticed that during the dehydration side effect around 0:50 the guy pulls down a frisbee with a water bottle on it and packs it up for his hike.

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The commercial is somewhat surreal but on the whole I do find it communicates effectively. I bet it will be a success.

As much fun as it looks to have Type II diabetes, I still prefer this video from Virgin America , which takes the boring airplane safety video and turns it into something much more exciting and active than expected. It also includes actors holding on to things from the sky, in this case safety cards.

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(And you’ll see there is absolutely zero cast crossover…)



By healthcare business consultant David E. Williams, president of Health Business Group.

November 17, 2015

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