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When viewers tuned in to the Grammy Awards on Sunday night on CBS, they saw celebrities wearing chic outfits \u2014 and during the commercials, a pharmaceutical company\u2019s spot featuring a guy with a dad bod in a short red swimsuit.<\/p>\n
The advertisement was for Bristol Myers Squibb\u2019s new drug Sotyktu, which treats plaque psoriasis.<\/p>\n
The dad appears confident during the 60-second advertisement even though he has psoriasis, a skin disease, and is wearing an outfit that embarrasses his daughter. But that doesn\u2019t stop the whole family from enjoying themselves by a pool later in the spot.<\/p>\n
The team behind the campaign learned from psoriasis patients that they are often self-conscious about their skin, said Michael Braun, SVP of immunology and fibrosis at Bristol Myers Squibb, which received Food and Drug Administration approval for the drug in September.<\/p>\n
For the advertisement, the idea was to show a \u201ccelebration of having success with being confident in your own skin,\u201d said Braun. \u201cIt tells a real story that will connect with our audience, which is the patients who are suffering from psoriasis.\u201d<\/p>\n
The pharmaceutical company collaborated on the campaign with Humancare, a healthcare communications agency launched by Interpublic Group last year. Real Chemistry worked on media relations for the campaign.<\/p>\n
The spot also shows a woman happy with her clear skin, and she picks out a sleeveless shirt before taking the stage. Similarly, the Grammys are also an event where attendees show their skin.<\/p>\n
\u201cIt ties very nicely with this idea of promoting body positivity,\u201d Braun said. \u201cWe believe that this is a great place for us to reach our audience.\u201d<\/p>\n