IMBRUVICA US
PATIENT CAMPAIGN
I Took Charge - 60” spot for adult CLL patients
IMBRUVICA® delivers on the flexibility and convenience of a once-daily oral monotherapy treatment allowing CLL patients to enjoy life away from an infusion center while still having daily disease control.
This iconic campaign is the first ever CLL TV spot in the US. It shows the patient journey before and after treatment through the use of the “I” portal. IMBRUVICA’s transformative treatment allows cancer patients the freedom to enjoy life with loved ones while still undergoing treatment.
The Freedom Campaign
The Hero Image
The campaign hero image capitalized on the shape of the once-a-day tablet to create a memorable iconic symbol that spoke to the many possibilities IMBRUVICA could bring patients. Through the “I” portal, the life of a CLL patient could be transformed.
