Smitherton Gledhill, a fictional actor specializing in safety videos, takes us through part of the required safety information for Hemlibra. He starts with ridiculous vocal warm-ups, then smoothly goes on to his read of the mandated information, interspersed with some humor to separate the dense content and keep viewers engaged.

We catch Smitherton Gledhill doing a tongue-twister warm up in front of a green screen. He’s oblivious of the rolling camera.

SG: Tipofthetonguetipofthe… Becky’s pet yak picks wacky prophylactics Becky’s pet yak picks wacky prophylactics Becky’s pet yak picks wacky pro…phyl…actics.

He realizes the main camera is on.

Hello, haha! You’ve caught me doing my vocal warm-ups.

The green screen behind him swaps into a sprawling French chateau.

You don’t get 1,200 credits and 4 regional Emmy nominations by not doing vocal warmups, do you? No, you don’t.

Anyway, here’s one last dose of the most important safety information, with a side of… effects? Common side effects, that is.

He turns and addresses Camera 2.

SG: The most common side effects of HEMLIBRA include: injection site reactions (redness, tenderness, warmth, or itching at the site of injection), headache, and joint pain. These are not all of the possible side effects of HEMLIBRA. You can speak with your healthcare provider for more information.

He turns back to Camera 1.

SG: What else should I know about HEMLIBRA?

Well, it’s a no-holds-barred wrestling style started in Mexico, notable for— its

SFX: Record Scratch

Man [OS]: No no, lucha libre. That’s lucha libre.

Smitherton tilts his head skeptically.

SG: Buuuuuh. Are you sure?

Man [OS]: Yeah. HEMLIBRA.

Smitherton clearly doesn’t get it.

SG: HEMLIBRA, lucha libre, uhhhhh?

Man [OS]: It’s a very different thing.

Smitherton nods begrudgingly.

SG: Alright, if you say so.

You’re the boss. For now.

Back to Camera 2.

SG: See the detailed “Instructions for Use” that comes with your HEMLIBRA for information on how to prepare and inject a dose of HEMLIBRA, and how to properly throw away (dispose of) used needles and syringes.

• Stop taking your prophylactic bypassing therapy the day before you start HEMLIBRA

• You may continue taking your prophylactic factor VIII for the first week of HEMLIBRA

HEMLIBRA may interfere with laboratory tests that measure how well your blood is clotting and create an inaccurate result. Speak with your healthcare provider about how this may affect your care.

He breaks to talk to Camera 1 again. He’s now situated in front of a posh beachfront resort.

SG: And consider speaking to your healthcare provider about if they have any vacations coming up.

Multiple Smithertons float by in a montage.

SG: Maybe they’re going to Tulum and you have a couple of good recommendations.

Or ask them about a favorite book, or recipes or–you know–if they saw a good movie or if they have any TV shows they’ve been binging.

My heart guy has a split-pea soup that will knock your socks off.

Turns to Camera 2.

SG: Medicines are sometimes prescribed for purposes other than those listed in a Medication Guide. Only use HEMLIBRA for the condition it was prescribed. Do not give HEMLIBRA to other people, even if they have the same symptoms that you have. It may harm them.

Tell your healthcare provider about all the medicines you take, including prescription medicines, over-the-counter medicines, vitamins, or herbal supplements. Keep a list of them to show your healthcare provider and pharmacist.

Camera 1.

SG: And if they’re looking to shoot an office safety video, tell your healthcare provider to call my agent at Safety Talent Management.

It’s my landline, and it’s available 24 hours a day.

Camera 2.

SG: Before using HEMLIBRA, tell your healthcare provider about all of your medical conditions, including if you are pregnant, plan to become pregnant, are breastfeeding, or plan to breastfeed.

Since HEMLIBRA was tested in males, there is no information on whether HEMLIBRA may impact your unborn baby or breast milk. Females who are able to become pregnant should use birth control during treatment.

Side effects may be reported to the FDA at (800) FDA-1088 or www.fda.gov/medwatch. You may also report side effects to Genentech at (888) 835-2555.

Please see Important Safety Information, including Serious Side Effects, as well as the HEMLIBRA full Prescribing Information and Medication Guide.

Camera 1.

SG: And that’s the important safety information you need to know about HEMLIBRA. I’m Smitherton Gledhill. And if it comes out of my mouth, you know it’s important.

He pauses, faux-smile for a beat. The background drops to green screen again.

SFX: Off-screen laugh.

SG: There’s the snicker again. Why do you always snicker during my catchphrase, man? Well I can’t change it now, ok? I’ll be… attacked in the streets by my fans!

Are we still rolling? We need to blast through this medieval trebuchet safety video ASAP.

Smitherton motions to someone offscreen.

SG: Helmet and sword, pleeeease! Let’s do this, I’ve got a thing at 1.

Man [OS]: Helmet and sword, you heard him. Helmet and sword!

Greeen screen now shows a trebuchet siege of a medieval castle.

SG: The trebuchet. The most important siegecraft of medieval times. What are they?

Blackout.

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.

The audience was young men living with hemophilia A, a rare bleeding disorder. This content was made as a way of delivering information about Hemlibra, a medication to treat hemophilia.