"Increase Your Chances": Birds and Bees can´t always make babies...

This is about a funny, knowing and smart direct-to-consumer drug campaign now being tested in Baltimore. But first, just a quick reminder that pharma marketing is a cesspool.

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Enter, then, Merck EMD Serono and Mono, the Minneapolis branding agency. They are testing a campaign called "Increase Your Chances," aimed at young couples going through the heartbreak of infertility. It's a comedy.

Yes, a charming series of warmly funny videos about a condition that is frustrating, painful, embittering and not remotely amusing in any way to the afflicted. But that's the genius of this campaign, online at IncreaseYourChances.org: It is totally understanding and fully sympathetic of the couples it's trying to reach.

Entra e interactua. Te divertiras...