Abbott Pharmaceutical is a 125 year old drug company that recently redesigned their corporate ad campaign and image. They have many different ads that all focus on the same idea; live life to the fullest. In addition, Abbott understands that everyone’s idea of taking advantage of life is different. With this in mind they created ads like the one pictured above, however they vary. Some feature a person doing a handstand underwater or parachuting friends.
I’m sure everyone has the various ads at the Chicago red line stop. This campaign has a great overall theme, however I am not sure it fits very well with their company. When I originally saw these ads I thought it was for a hotel or travel agency. I understand Abbott wants to change people’s perception of drug companies, but maybe they needed to start a little slower. These ads also only showcase their logo, but no where does it even mention the drug aspect of their company. I think this is just going to confuse people and regular commuters won’t even looks twice to try and figure out who Abbott is.
I think there is also a controversy because often drugs don’t help people live their lives better. In many cases sleep drugs that are supposed to help people end up causing addictions. In other cases, psychological drugs cause drowsiness and fogginess. It really depends on the person and the situation.
Do you think it’s fair for Abbott to use the idea of living a full life to market drugs that may be harmful or expensive? Was this the best idea they could come up with? Would this campaign work better for a different company? If so, what’s a good example?