Astellas proposes ‘More Not Flashes’ in first branded ad for Veozah menopause treatment

Astel­las is of­fer­ing the promise of “not flash­es” for women go­ing through menopause in its first TV ad­ver­tis­ing for its Veozah brand. The cam­paign for the re­cent­ly-ap­proved drug to treat menopausal va­so­mo­tor symp­toms, com­mon­ly known as hot flash­es or night sweats, de­buts this week with vivid de­pic­tions of the over­whelm­ing sud­den heat women can ex­pe­ri­ence.

In the TV ad, women are de­pict­ed as sud­den­ly and pro­fuse­ly sweat­ing in pub­lic or wak­ing up at night, as ex­plained by a voiceover say­ing “This is a hot flash.” Oth­er women are then shown go­ing about their days sweat-free, snap­ping pho­tos with friends or pre­sent­ing in front of oth­ers at work, ex­plained in voiceover as “This is a not flash.”

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