DESCOVY:
“Good Surprises” (Spec TV Spot)
CONCEPT:
Descovy is one of only two drugs currently approved for pre-exposure prophylaxis (PreP) against HIV infection. Existing marketing for Descovy places only minor emphasis on its differentiators relative to the alternative drug, Truvada. This is partially because both drugs are made by the same manufacturer (Gilead) and partially because those differentiators are either underwhelming (“the smallest pill!”) or faint praise (less likely to cause kidney damage in some patients).
Given these parameters, this campaign chooses to ignore Truvada entirely and focus entirely on the benefits of being on PreP. Eschewing the standard, sanitized montage of vaguely queer-coded men and couples enjoying wholesome activities, it leans into the obvious-but-unspoken: this is a product that facilitates sexual activity by making sex safer. Why settle for selling a nebulous vibe when you can sell sex?
| VIDEO | AUDIO |
|---|---|
| A smoke alarm on the ceiling of a darkened bedroom. The “change battery” light is blinking red. | SFX: smoke alarm GOES OFF. |
| Pull out to reveal a bedroom with early morning sunlight peeking through the blinds. OUR GUY (late 20s, unthreateningly attractive) lurches out of bed, awakened by the alarm. | Cue music: Velvet Underground - "Sunday Morning" (or similar - light and pretty, but with an anxious twinge). |
| Our Guy checks the smoke detector, disconnects it, and takes out the battery. | ANNCR (V/O): "What's that saying? 'An ounce of prevention is worth a pound of cure.'" |
| Later, OG leaves a drugstore carrying a 9v battery. | ANNCR: "But with everything life can throw at you, those ounces start to add up." |
| He gets in his car and starts it. CLOSE ON the dashboard. The “check engine” light is on. OG grimaces. |
SFX: car STARTS. SFX: ALERT CHARM from the car. |
| POV from under the hood of OG’s car as the hood opens, revealing OG as he stares into the guts of the car, utterly baffled. | ANNCR: "Staying on top of it all isn't always easy..." |
| A CUTE GUY in mechanic's coveralls approaches and strikes up conversation. A little spark of mutual attraction as they chat (unheard by us - no diegetic sound). CG gestures with his head: "this way." |
ANNCR: "...But sometimes..." |
| Moments later at an auto garage, CG has a diagnostic device hooked up to OG's engine. They keep chatting silently as they wait for the results. Flirty energy intensifies. | ANNCR: "...Life reminds you there is such a thing as a good surprise." |
| Later, at a counter inside the garage, OG hands CM his card to pay for the repair. Their fingers touch during the handoff. They look up at the same time and exchange a mischievous smile… | ANNCR: "So be prepared for those ones too." |
| Later, back at OG's apartment. OG leads CM to the door. They're both ready to pounce on each other. | ANNCR: "Ask your doctor about Descovy for PreP." |
| The door shuts behind them. SUPER: DESCOVY LOGO and DISCLAIMER TEXT. |
ANNCR: [Disclaimers and warnings] |