Singulair’s Bad Poetry

I’ll begin this post by saying that I don’t believe that drug companies should be advertising directly to consumers. If people have medical problems, they should see a doctor. If the doctor needs to write a prescription, part of his or her training is to know which medicine to prescribe. You’re not supposed to go to your doctor and say, “Hey doc, I saw a commercial on TV for bizfaxun brand of sciolopolonate that says it will take care of my embarrassing ear wax problem. Could you give me some of that?”

But the genie is out of the bottle and we’re stuck with pharmaceutical ads directed at patients. This ad for Singulair is just difficult to understand.

someone who’s got what you’ve got
is out doing what you’re not

What do they mean, “someone who’s got what you’ve got?” New sneakers? An Apple computer? Every episoide of  Monty Python’s Flying Circus on DVD? What?

I read the copy and found out they’re talking about asthma. I don’t have asthma. Why didn’t they just say asthma, instead of trying to be cute and poetic?


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