Pfizer resumes Lipitor DTC ads without celebrity pitchman
This article was originally published in Scrip
Executive Summary
Pfizer's redesigned US direct-to-consumer spots on television and in newspapers in support of its hypolipaemic Lipitor (atorvastatin) avoid the use of a celebrity spokesperson and instead feature a testimonial from a 57-year-old heart attack survivor who had not been taking a cholesterol-lowering agent.