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Super Bowl MVP – Heart Man

Executive Summary

King will run "Heart Attack," a disease awareness ad during the Super Bowl Feb. 4. "With the suspense and drama of a Hollywood action movie, 'Heart Attack' features a Heart Man going about his everyday business when he is ambushed by high blood pressure and his accomplices - high cholesterol, overweight and diabetes. When the villainous risk factors are done with 'Heart Man,' he is left with a clear understanding of the risk they pose," King says. The unbranded ads direct the audience to take an online 1quiz to determine their own risk of heart attack or stroke. Last year pharma did not run any ads during the game (2"The Pink Sheet" Feb. 13, 2006, In Brief). King's decision to use an unbranded ad is somewhat surprising given that the firm's lead antihypertensive, ACE inhibitor Altace (ramipril), holds only a small portion of the branded antihypertensive market...

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