Ted Thomas Associates: Doing whatever it takes

My first "real" Pharma agency had a corporate branding issue. I still think if they ran this awareness campaign it could have avoided the Vox Medica renaming.

TTA was a Philly-based agency with 40 years of equity in the area, but little to no awareness nationally—even in the Pharma world. We needed to disrupt the status quo and make some noise in the trade magazines. This bait and switch copy approach was designed to maximize the shock factor. Unfortunately, it never actually ran because certiain partners preferred a more conservative approach, but it's still one of my favorite dead campaigns. I was still cutting my teeth at the time, but remain proud of it. Just wish the artist, who is generally brilliant, did not run the text directly over the picture in knockout type. If you can't read it, here it is big as day...

Ugh still blurry. That's what you get when you take a photo of a printout of a 20-year old ad, convert it into JPGs and try to get high res. Not gonna happen. But you get the idea. And it's the idea that counts.

This campaign was the intellectual property of Ted Thomas Associates.