Prozac Ads Shown On Cable TV

TV commercials promoting Eli Lilly's antidepressant Prozac (fluoxetine)are being broadcast in the USA, according to a report in USA Today. Three one-minute commercials are being shown, although Prozac is not mentioned by name.

Instead, consumers are encouraged to call a toll-free number if they wish to learn more about depression and suitable medication for the condition. The commercials, which were created by advertising agency Leo Burnett, feature a voiceover saying "treatment that has worked for millions is available from your doctor."

When asked about the decision not to mention the product by name, Andrew Hotchkiss, Lilly group brand leader, said that "because Prozac is the leading antidepressant, if more people come into treatment, we will benefit from that." Prozac sales last year were $2.6 billion, an 8.5% increase compared with 1996.