> Eli Lilly, which currently manufactures two medications that compete with Ozempic — Zepbound for obesity and Mounjaro for diabetes — premiered a commercial th

> Eli Lilly, which currently manufactures two medications that compete with Ozempic — Zepbound for obesity and Mounjaro for diabetes — premiered a commercial that complicates the rapid weight-loss narrative: “Some people have been using medicine never meant for them. For the smaller dress or tux, for a big night, for vanity. But that’s not the point. People whose health is affected by obesity are the reason we work on these medications. Great advertising - they probably are not supposed to advertise "Ask for zepbound to lose weight", so instead they write copy that makes out that it is a warning. "For the smaller dress or tux, for a big night, for vanity." is the hook phrase - with sentences placed before and after to imply that it is a warning. Most people switch off to warnings, and the negatives just sell it harder to the vast majority that secretly believe "no risk no reward" or "no pain no gain". Plus the underlying thought that the best drugs are difficult to access and dispensed by doctors. Brilliant.