Subtle Approach In Celeb Drug Ads

Ad Campaigns That Make People 'Aware' Can Avoid Mention Of Risks

(AP) 
Ladd, 53, said she is proud to be part of Wyeth's campaign. Two ads she filmed will run on news and other programs favored by older women.

"I so believe in the message," she told The Associated Press by telephone before kicking off a series of TV interviews last week. "I love that the campaign is just about asking for information."

Ladd said she and many friends were confused and worried about hormone replacement drugs. Her doctor recommended she take a low-dose combination estrogen-progestin pill. Ladd won't say which one.

"I'm sleeping. I'm just feeling so much better,"' Ladd said. "It's just given me my life back."

Neither Ladd nor Wyeth will say what she's paid.

Celebrity endorsement fees usually are not disclosed, but they average about $200,000 to $500,000 and can reach $1 million, according to agents and advertising officials. Several companies specialize in connecting celebrities with health care companies, including Celebrity Connection and Spotlight Health, both of Los Angeles, and Premier Entertainment Consulting of Essex Fells, N.J.

Such drug ads began with TV morning show host Joan Lunden's 1988 endorsement of seasonal allergy drug Claritin, according to Klein at Quantum, which produced that ad.

The sea change probably came when Sen. Bob Dole did ads urging men with impotence — now called "erectile dysfunction" — to get help. The ads were sponsored by Viagra maker Pfizer. Race car drivers and jocks have since done ads for Viagra and competing drugs.