Tezspire "respira" con punk rocker Hawk...

 

With the success of the Be You campaign last year, Amgen and AstraZeneca decided to build on its existing cast of characters with a deeper dive into the back story of punk rocker Hawk.

 Some readers may recall that last year, this column covered the launch of Be You, the first direct to consumer campaign for Tezspire. The effort was built around a number of different asthma sufferers, all represented by animated characters.

The cast included Geraldine, a grandmother with a passion for hot rods; Mel, a mother with asthma seen chopping wood; Kai, a Samoan ice sculptor for whom cold air is a trigger; and Hawk, a punk rocker with a fondness for kittens. 

 

In the updated commercial push, the last character on that list has become the star of the show. This follows a time-tested marketing strategy: If it ain’t broke, don’t fix it.

Flashing back to the start of his music career, Hawk is seen rehearsing in a garage (with an asthma-triggering cat present, too). Ultimately, he’s able to address his asthma symptoms by using Tezspire.

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