BE YOU Campaign

More and more often, healthcare marketers are turning to familiar faces — A-list celebrities like Jennifer Aniston and Katie Couric — to cut through the media noise. With their new campaign for asthma drug Tezspire, however, Amgen and AstraZeneca are instead placing their bets on Geraldine.

She’s the spunky grandmother with a passion for hot rods who’s one of the five characters animating, literally and figuratively, the new Tezspire spots. Others include Mel, a mother with asthma seen chopping wood; Hawk, a punk rocker with a fondness for kittens; and Kai, a Samoan ice sculptor, hard at work despite cold air being a trigger. The town in which the Tezspire story unfolds is an inviting place where no one is slowed down by severe asthma.

The decision to use animation reflects the breadth of the target audience for Tezspire, the first treatment for severe asthma that does not have any phenotype or biomarker limitations. The campaign aims to reach all 1.3 million Americans with severe asthma, regardless of the type of asthma they have.