Separated at Birth? AstraZeneca's Seroquel Ads and Photos by Chinese Artist Lui Bolin

Last Updated Jan 21, 2010 3:24 PM EST

AstraZeneca (AZN)'s new TV and print campaign for the antipsychotic drug Seroquel bears a striking resemblance to the work of Chinese artist Liu Bolin. Both feature people camouflaged against their backgrounds so that they almost disappear. The Seroquel campaign's theme is "Bipolar depression doesn't just affect you. It can consume you."

One ad features a woman sitting on a stairway. Her clothes are painted like the steps and bricks behind her so she gets "lost" in the background. The ad bears a striking conceptual resemblance to three different Bolin photos, in which the artist is shown camouflaged against stairs, steps and a brick wall. The ads were created by Saatchi & Saatchi Healthcare. Similarly, another Bolin work shows the man camouflaged against a set of grocery store shelves. In the Seroquel TV ad, a similar image occurs. (BNET readers: Do you have a video of the commercial? Please send me a copy if so.) Compare the ads and Bolin's work:

Hat tip to Pharmagossip.