Prescribers (typically, GPs)

Practice Nurses

Payors

The film opens with a wide shot of a cafe. A queue of people are ordering their coffee and the bad barista takes their order and then asks for their name to write on the coffee cup. However, instead of writing the name he is given, he writes a generic description of that person typically highlighting one aspect of their appearance. So, the middle-aged man has his name substituted for Old Man, a blonde woman is Blondie, an attractive lady is Good Looking, etc. The result is that when customers go to pick up their coffee order there is confusion as to which cup is for whom. And chaos ensues! People wrestle for their orders and eventually cups fly and everyone leaves the cafe. Using a simple metaphor, the film describes the importance of prescribing by brand.

All Rx communications are regulated by the ABPI and local governance. All communication must therefore comply with the Code of Practice. In essence, any work intended for a HCP audience must adhere to the rules and guidance within the Code and cannot be visible by members of the general public.

In the UK, cafe culture is everywhere! Everyone is familiar with how baristas take your name (often incorrectly!) and write this on your coffee cup so that when you collect your order, you know it is for you.

Exterior: Outside coffee shop.

Two customers sitting outside on bench.

Interior: Coffee shop.

Hipster taking orders at the counter (cocky guy, thick and bristly facial hair, wearing scarf, braces over well-fitted shirt, twizzling his moustache).

Young female barista on hand to make the coffees.

Small queue waiting at counter.

Gentleman in dark grey suit is first to take order.

Hipster: “So what would it be?”

Gentleman in dark grey suit: “Can I have a large Chai Latte?”

Hipster repeats the order with wide eyes. Female barista looks over as if she thinks he’s an idiot.

Hipster: “One Large Chai Latte… name?”

Male: “Brian”

Hipster: “Brian”

Close-up on cup. Hipster writes “Old Man” on it. Female barista rolls her eyes with embarrassment.

An awkward moment passes between the Hipster and the customer. The Hipster indicates rudely with his eyes that the customer should step aside so he can call for the next customer.

Hipster: “Next!”

Blonde-haired girl comes to counter to place her order.

Female: “Hi. A Medium Skinny Cappuccino to go, please”

Hipster: “Well, a Medium Skinny Cappuccino. Name for that?"

Off screen, female: “Rebecca”

Close-up on cup. Hipster writes “Blondie” after the customer has given her name.

Hipster: ”Rebecca.”

Hipster passes cup to to female barista. Female barista sighs, appearing irritated.

View of the counter where the drinks are picked up. The cup labelled ‘Old Man’ is sat there.

The gentleman in the dark grey suit picks up the cup from the counter, takes a look, and places it back down on the counter.

He slides the cup across the counter to another gentleman.

The second man picks up the cup, takes a look, and passes it back. The cup starts getting shuffling it back and forth across the counter top.

3x quick cuts of empty cups being placed on counter, labelled:

“Blue Eyes”, “Good-Looking” and “Suit”.

Start to cut rapidly between individual conflicts.

The blonde women and a blonde man fight over a coffee cup labelled “Blondie”.

Close-up of female hand picking up cup labelled “Good-Looking”. Pan out to girl looking pleased, holding the cup.

A tall woman walks up and snatches the coffee from her, anger clearly showing on her face.

Cut back to the two middle-aged men refusing to pick up the cup labelled “Old Man”.

The cup is being shuffled rapidly back and forth across the counter top.

Cut back to blonde women and a blonde man fight over a coffee cup labelled “Blondie”.

The coffee cup gets dropped, slipping coffee all over the floor.

Cut back to girls fighting over the ‘Good-Looking’ cup. The tall girl storms off in anger.

Cut back to the two middle-aged men refusing to pick up the cup labelled “Old Man”.

The cup is shuffled rapidly back and forth across the counter top.

Pan back to a scene of chaos within the coffee shop.

Close-up of coffee cup on counter in foreground, chaotic cafe background is blurred.

On cup: {DuoResp Spiromax logo}

Text fades in underneath:

Use the name: prescribe by brand

Make sure patients get the inhaler you intended

Back to the café scene with tall lady drinking her coffee.

Her rival appears all of a sudden, tackling the her to the ground.

The Hipster looks on in amusement.