The target audience is any adult aged 50 or older–a group more susceptible to pneumococcal pneumonia, but who think of themselves as healthy. With the fear of COVID-19 a new reality, we chose a positive tone to reach our audience and encourage them to ask about the PREVNAR 13 vaccine.

This 30-second ad opens on a large neon sign of PREVNAR 13, with pink and blue ambient lighting (brand colours), and an upbeat 80s-style song playing. The narrator mentions prevention with the vaccine, and a 50-something woman dances into frame. A band-aid is visible on her shoulder, and the narrator says, “She did it!” Then the camera finds a dancing 50-something man with a visible band-aid and we hear, “He did it!” The scene switches to a 50-something woman looking pensive, with the narrator announcing “She’s thinking about it.” The music grinds to a halt, she lists her reasons to get vaccinated, and then turns to the viewer and says, “That’s why I did it!” The music returns, with all 3 people dancing joyfully. The announcer tells viewers 50 and over to ask about PREVNAR 13, and to not let the risk of pneumococcal pneumonia ruin their groove.