Word of an upcoming Pfizer pitch once roamed through the corridors of beloved McCann agency without ever hitting any desks. I also fondly recall having read of an unsucessful pitch by one of my hero ad men. A good story with great social media potental long before the term was coined. Alas, today I have a much more practical reason for keeping Pfizer products in reach…

To raise money for straightening out the leaning tower of Pisa and have the event sponsored by Pfizer , the story goes.

Pfizer however eventually rejected the story… It was far to early for anyone to grasp the enormous influence word of mouth should have gained just years later. At the time facebook, twitter where no household names nor did they exist. Agencies and clients will grasp social media in 2010.

A few days ago, my Berlin lady friend, Katharina Biebrich sent me a photograph of her wearing the cashmere scarf I had Burberry on Kuhdamm sent to her house as a wedding gift. I was absolutely taken by her beauty and couldn’t help but stare at the picture on my screen. Make some time for wasting is never too bad an idea, hence I opened her picture in Pixelmator, removed the background and dropped in an outdoor background of my small towns perfectly square castle. The red sandstone goes well with the purple of the scarf. While at it, happily puttering in the quiet of the first Christmas day, I couldn’t get the movie Avatar out of my head, so I did a second version turning the poor girl’s skin blue while keeping her eyes in her natural chestnut colors rather than swapping her eyes with the green eyes of the original avatar from the movie I saw the other day. At the same time I googled movie reviews and came across a synopsis describing Avatar as action movie with an equal dose of romance.
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Action & Romance led me to Pfizer and I was happy to find myself working on a Viagra ad years after the Viagra pitch never landed on any ones desk the first time around.
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Right now, I trust Viagra and Avatar to be a perfect match. Even though Alvin and the Chipmunks snuck by Avatar on Wednesday to take the pre-Christmas box office with an impressive $18.7 million, leaving Avatar behind with $16.4. What is more important though, Avatar is not only a big enough movie by means of reach, it will stick for a long time with increasingly influential target groups such as gamers and nerds. Besides Avatar takes Viagra right into the family living rooms of main stay customers around the world. The dads and their equally important mummies and kids.

By hooking up with Avatar, an enormously becoming opportunity has presented itself to Pfizer for Viagra is comfortably being moved from pharmaceutical to commodity status. The coming out of Viagra. Be it as testimonial campaign or as high and dry certification campaign (buy the real viagra). The lever appears powerful enough to fight back on perhaps the worst issue Pfizer is facing: a high impact campaign fighting counterfeits.

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