Effects of Hypertension

Taylor James Hypertension Heart Takeda

Taylor James Hypertension Kidneys Takeda

Taylor James Hypertension Head Takeda

The global ad agency Corbett (CAHG) hired Taylor James, a New York and London based creative production studio, to execute the print campaign for Takeda’s newest hypertension drug. The series of images features a heart-shaped iceberg cracking, kidney-shaped forest being destroyed, and a hurricane in a head-shaped body of water to depict the effects of hypertension on the body. The images were created using a combination of stock photography and CG.

I really like the cracking iceberg heart out of all 3 images, it’s a nice concept, but on it’s own might read more emotionally than a disease-state—as in “cold-hearted.” The forest in the shape of an organ has been done before and I don’t think the hurricane image was executed very well. Being in pharmaceutical advertising myself, I always enjoy seeing anatomy incorporated into ad concepts…but I can’t resist critiquing them!


[via Moshita]


2 thoughts on “Effects of Hypertension”

  1. In terms of showing the effects of hypertension on the body, I feel that this ad campaign doesn’t really inform viewers/consumers of anything actually hypertension related. As possible patients, viewers generally already have a simplified mental representation of what is hypertension and how it affects them, most likely from some brief interaction with their physician. The ads here relate the effects of hypertension to the body with some correlation with nature, which may stir up some imagery, but never really inform viewers of anything related to the illness or of what the drug being advertised can do.
    The ad looks at natural disasters in a metaphoric relation to the destruction of one’s own body. One interesting item I noticed was that of the three disasters, mankind could possibly be “responsible” for the occurrences. Global warming caused by increased carbon emissions may be the source of ice bergs melting, over expansion on wildlife habitats causes deforestation, and excess emissions again may be altering the oceans’ water and temperature currents to increase the forces that hurricanes and typhoons create. This could be an interesting relation in the sense that one is responsible for one’s own body, and ultimately can make the decisions that affect its wellbeing, and in this case, the symptoms and complications of hypertension. However, while these natural disasters show the large scale of effects of mankind, the body’s effects are only noticeable to it’s owner. This may create the illusion by a false metaphor that it is everyone’s duty to take care of each other’s body, as it is for nature, which is definitely not the case. It is the personal duty as an individual in society to take care of his or her body, with exercise, diet, and physician’s visits to get an expert opinion. While we all can contribute to the preservation of the world and its natural environments, we are not all responsible for each others’ bodies.
    Aside from the ambiguous message that it displays, the ad campaign fails to inform observers anything useful regarding hypertension. For example, atherosclerosis, a major factor in hypertension, forces the heart muscles to work harder and may create heart failure in the form of heart muscle hypertrophy. However, in the glacier melting, is this not likening it to a heart that is becoming soft, more fluid, and in motion? While viewers may receive the intended message that hypertension is bad for the heart like global warming is bad for the glaciers, viewers receive the wrong message in how hypertension affects the human body from these ads.
    While these ads may contribute to the awareness of viewers to the dangers of hypertension on the human body, they fail to educate any relevant facts of how hypertension actually affects human bodies. They may seem appealing and eye catching, but they are not helpful, and also fail to inform viewers of any relevant facts that may help them understand how hypertension occurs, or how it can be mediated with the advertised drug.

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