Let's call this one: "A drug worthy of Halloween."
Or, "Nursing mothers may notice that their baby has turned into an alpaca."
By now you've probably seen the ad for Abilify, that new-ish pill that targets bipolar disorder. Just to jog your memory, it starts with—symbolism alert!—a melancholy-looking woman finding her way slo
wly through, and out of, the woods. Amid New Age-y music, the narration tells you that the drug, developed by Japan's Otsuka Pharmaceutical and marketed in the U.S. by Bristol-Myers Squibb, will help you lead a calmer, more level life.
And then...the disclaimers.
Now, it's true that disclaimers on TV drug ads historically tend to be chilling to the point of near-silliness. To some degree this is endemic to the medium. TV isn't like print, where major pharmaceuticals will launch a hot new drug with a glossy four-page magazine spread that encompasses hundreds if not thousands of words in addition to the (required) disclaimer page(s). On TV, drug makers have, at most, 60 seconds to complete their pitch. And because the law requires them to include the most dire and/or common adverse effects, they're placed in the Kafkaesque position of paying a lot of money to produce a commercial that sounds almost like a PSA for why you shouldn't even think of trying this drug. Often this condensed recitation of dire consequences ends up making such ads sound like something you'd expect from an SNL parody. (One also remembers humorist Dave Barry's famous riff on the subject, where he goes through this laundry list of progressively more outlandish adverse effects, ending with, "Pregnant women should not even be watching this commercial....")
In this case, however....
Well, not to vilify Abilify, but consider that the TV spot warns, in turn, of:
—Fever spikes
—Stiff muscles
—Uncontrollable movements that may "become permanent"
—Inability to swallow
—Soaring blood sugar
—Coma
—Sudden death by stroke...
And, mind you, the foregoing isn't even a complete listing of the risks. In fact, by my count, death is mentioned as a possible "adverse effect" at least three times. I'd say that's pretty adverse.
No thanks, Bristol-Myers. I'll stick with the mood swings, if it's all the same to you.
Of course, this raises legitimate questions about whether the rampant "disease-ification" of America, increasingly visible in the phalanx of mental-health ads aimed at consumers, is encouraging basically normal people to seek medical treatment they don't need, thereby exposing themselves unnecessarily to all sorts of serious side effects. (If you've been reading this blog for any period of time, you already know that that's one of my chief complaints against the self-help movement.) We'll be examining that topic more fully, soon.

















