Abilify’s Bathrobe: The Joe Camel of Anti-Depressants

The first time I saw the Abilify ad, I thought Saturday Night Live’s monologue had just finished.  There was no way it was serious… I am fortunate not to suffer from the crippling effects of depression, but when I saw this cartoon, I felt insulted for the millions who do.  It’s tough enough to have to admit that you’re at the mercy of this syndrome but to have a pharmaceutical company display its complexities with an animated bathrobe, like a possessed Linus’s blanket, is wrong. Not only does it perpetuate the “loafer/just get out of the house” stereotype of depressed people remaining in their bathrobe all day it trivializes the nature of the disorder, it dumbs-down the entire disorder. James Heaney wrote a great analysis (link) of the use of pastel colors, the female narrator and other Madison Avenue tactics designed to sidetrack the consumer from the rather terrifying side… Read More…