In the first of Smitherton's videos, he introduces himself as a safety celebrity, referencing his past (fictional) safety film accolades, covering such topics as inner ear hygiene and canned ham. He goes on to deliver the indication and safety information for Hemlibra, seamlessly switching between the FDA-mandated language and random humor.

[Open on SMITHERTON GLEDHILL in a very fake looking home library.]

Greetings. I'm Smitherton Gledhill. Here to tell you some important safety information regarding Hemlibra. Yes, you may recognize me from one of my other 646 safety presentations.

[His accolades scroll quickly onscreen...

PRACTICE SAFE SETS: School play safety and you

IN THE SAFE SAFELY: Bank vault protocols for the 90s

FEELING KNOTTY: Hair brushing safety

SQUEEZING BY: How to safely milk cows

GROUNDED FOR LIFE: Electrical safety and you

BURN, BABY, BURN: Safe application of aftershave

NAIL IT--FOREVER: Taxidermy hanging safety tips

DEATH AND TAXIDERMY: Stuffing your shop with safety

MEN ARE FROM MARS, THOSE SPASMS ARE FROM TETANUS: Rust abatement safety

HELMETS? HELYES!: Motorcycle Safety 101

LOST TO A DISCO INFERNO: When platform shoes collapse

SWISH DON'T SWALLOW: Mouth washing safety

ALL IN PAIN, SAY "EYE": Proper contact lens removal]

[CLIP from "IN TOO DEEP" of SMITHERTON demonstrating how not to use a cotton swap]

That's not earwax you're feeling...that's BRAIN wax.

[CLIP from "GROUNDED FOR LIFE" of SMITHERTON demonstrating how not to electrocute one's self]

Fork. Socket.

[inserts fork into socket and screams/jolts in electrical shock]

[CLIP from a safety video about email scams...SMITHERTON holding up SPAM, the canned ham brand. super onscreen: "BUT I THOUGHT SPAM WAS DELICIOUS"]

It's not a delicious canned ham ok? It's bad internal malware sent by keyboard warriors who are trying to get you.

[BACK to crappy green screen background of vaguely fancy-looking library]

So let's start at the beginning, shall we?

What is...Hemlibra?

Great question, Me.

Well their ruling planet is Venus and their symbol is the scales.

[CUT]

Mm. I'm sorry...I'm talking about Libras again, not HEMlibra. Gah. Come on, you can do this. Smithy, you got this.

Camera 2, new opportunity, new day.

[shifts to camera 2]

Hemlibra...what is it?

[reads Hemlibra safety information]

HEMLIBRA is a prescription medicine used for routine prophylaxis to prevent or reduce the frequency of bleeding episodes in adults and children, ages newborn and older, with hemophilia A with or without factor eight inhibitors.

What is the most important information you should know regardling HEMLIBRA? Well buckle up, Buttercup. That's what the pro's pro is here to tell you.

HEMLIBRA increases the potential for your blood to clot. People who use activated prothrombin complex concentrate (aPCC; Feiba) to treat breakthrough bleeds while taking HEMLIBRA may be at risk of serious side effects related to blood clots, including thrombotic microangiopathy (TMA), and blood clots (thrombotic events).

Carefully follow your healthcare provider’s instructions regarding when to use an on-demand bypassing agent or factor eight, and the dose and schedule to use for breakthrough bleed treatment. If aPCC (Feiba) is needed, talk to your healthcare provider in case you feel you need more than 100 Units per kilogram of aPCC (Feiba) total.

Your body may make antibodies against HEMLIBRA, which may stop HEMLIBRA from working properly. Contact your healthcare provider immediately if you notice that HEMLIBRA has stopped working for you (for example, increase in bleeds).

[CUT back to fake ridiculous library, where a fan is asking SMITHY for an autograph. SMITHERTON mutters to himself as he writes]

Follow your dreams...Smithy G. No, no pictures.

There you go...Alright sport, you get outta here! Stay safe out there!!

[Fan scurries away]

[into camera]

I just adore my fans. Well...

I'm Smitherton Gledhill. And if it comes out of my mouth...you KNOW it's important.

[CUT, then SMITHERTON back on screen, with visible green screen behind him]

Security?? get my picture back please!!

[shakes out his hands]

Whew. I could use an iced tea...

This project was created by a US biopharmaceutical company for a prescription medication. It was subject to review by internal medical/legal/regulatory teams at Genentech as well as the FDA.

Young men living with hemophilia A, a rare bleeding disorder. People with hemophilia often need to avoid activities that can cause physical injury (as this can result in bleeds that may lead to joint damage and chronic pain). Research confirmed that they are highly interested in video games.