In May 2016, Pfizer launched its first corporate branding campaign in roughly a decade.

The effort began with a "Before it Became a Medicine" TV spot – which begins with a young dad taking a pill, then carries the viewer along the multi-stage process detailing how a new drug goes from an initial brainwave to a finished product – the commercial featured various real-life scientists who work to find breakthrough treatments in Pfizer's labs every day.

"We didn't want actors playing scientists. We wanted our scientists in this ad," Dana Gandsman, Senior Director/Reputation Communications at the New York-based pharmaceutical enterprise, explained to an audience at the 2017 Cannes Lions International Festival of Creativity.

"This campaign had to be about Pfizer and our colleagues, so we wanted to make sure we had the faces of real scientists featured in our campaign."