Glaxo introduces villain in Relenza ads: Newman

Petrecca, Laura; Goetzl, David
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p16
Trade Publication
This article reports on the involvement of TV actor Wayne Knight in an advertising campaign for the Relenza inhalant from pharmaceutical company Glaxo Wellcome in the U.S. as of November 1999. In the Relenza campaign, Knight's character travels to households via bus to spread his germs. Supporting print advertisements feature a mug shot of Knight imposed on a poster. The campaign, valued at $30 million, is the first work developed by advertising agency Saatchi & Saatchi for Glaxo Wellcome. Relenza and Tamiflu, developed by Hoffman-La Roche, are drugs designed to alleviate flu symptoms, and both are expected to spend millions on competing direct-to-consumer campaigns through the winter.


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