r/Advertising School Assignment: 
Connecting Data and Strategy
Step 1: Pick an ad you love or hate (or you believe was effective)

Step 2: Dissect into the following parts: The Client Ask, The Campaign Objective, The Audience, The Insight and The Message.
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Dealing with bipolar disorder or depression is no joke. But for some reason, whenever I see these commercials for Latuda, I let out a guilty laugh. Latuda is an antipsychotic drug used in conjunction with mood stabilizers to treat bipolar depression. There's something a bit cheesy here.
Let's break down the strategy.

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Latuda, 0:30, "Lauren's Story: Here for You"
The spot is narrated by a little girl, Lauren's daughter. We open with her expectedly approaching her mom, while VO describes that her mom is "sad a lot," and that her dad "says she has bipolar depression."
Lauren regrets that her bipolar depression makes her "miss so much." Of course, nothing a visit to her doctor and a Latuda prescription can't fix. Soon, she's playing with their dog in their backyard.
She gets to help her daughter with her homework (with her husband over her shoulder, like a good family should). Lauren comes back on, and addresses camera: "Being part of little moments. I like what I'm seeing with Latuda."
The Breakdown

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Latuda commercial still
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The Client Ask: Create an emotional ad depicting Latuda as the natural choice to treat bipolar depression.
The Campaign Objective: Focus on family and the "little moments" you'd reclaim by taking Latuda. Use emotion (sadness, regret, relief, and love) and family to make the problem relatable and pull at the viewer's heartstrings. 
The Audience: Moms in their 30s and 40s.
The Insight: You're more willing to seek medical advice about bipolar depression when you have a family to consider.
The Message: Latuda brings you back to your family.

As much as the actors' performances are underplayed, the editing - from the daughter's slow-mo look of concern - and beats make the commercial a lil cheesy. I wonder how many moms felt bad about feeling "sad a lot" enough to ask for Latuda.