Global Blood Therapeutics debuted a TV ad for Oxbryta, its oral therapy for sickle cell disease patients.
Titled “My Time,” the ad’s visuals feature a diverse group of patients in settings like the beach and the park. The phrase “it’s your time to experience less sickling” figures prominently in the narration, connecting the brand message to Oxbryta’s ability to alter the course of the disease.
The message is designed to complement GBT’s revamped Oxbryta.com campaign, “Imagine less sickling,” launched in mid-2020.
Laura Cruz, GBT VP of marketing, explained that the aim was to empower patients to seek help despite care gaps. “We want sickle cell patients to feel that they have been seen, heard and respected,” she said.
Approved in late 2019, Oxbryta targets hemoglobin polymerization, the root cause of red blood cell destruction in sickle cell disease.
Arizona-based consumer AOR Riester and Los Angeles production company Bottle Rocket produced the spot.