Eli Lilly made a splash with its new commercial
My wife and I were just chillin on the couch when this commercial came on. I was immediately hooked. That almost never happens, so you know it did something right.
It just felt very cinematic. The music. The voiceover. It felt oddly ambitious. I was curious to see the payoff.
I think it landed perfectly. I don’t know much about Eli Lilly, but the ad made it sound like they were DEAD SERIOUS about finding THE BEST candidates to work for them. The “we’re on a mission” and “this is what we DO” vibes were right on target.
So this also doubles as a branding video. And check out how good it looks:
Check out AdWeek’s article: Eli Lilly's Big Task: Become a Loved and Trusted Pharma Brand
“It’s important because the [pharmaceutical] category is typically full of mistrust,” Polimeni told ADWEEK. “There’s a dissonance between the values of the people who work at Lilly and how pharma is seen by the public.”
“Seeking” is the latest chapter of a marketing shift that began four years ago, when the team realized “we had never taken the time to tell the story of the brand,” Polimeni said. “People knew our products but didn’t know who Lilly was.”
Aiming to build awareness and trust, Lilly has been positioning itself as a “medicine company” with humanity at its core: “At Lilly, we see a person on the other side of the prescription,” Polimeni said.
Agency: Wieden+Kennedy Portland
Production: Anorak
Director: Justyna Obasi
Media: PHD USA