• by Les Luchter , Yesterday

“Managing asthma can keep you second-guessing,” says a voiceover that begins a :60 spot for GSK’s new Exdensur, as a concerned woman at the beach stares at the camera.

“But what if you could carry on, with fewer attacks?” the VO continues. The woman now smiles and proceeds to join her friends in the surf.

The commercial then shows other examples of how, with Exdensur, “ordinary moments of hesitation transform into full engagement,” according to a spokesperson. These moments include a man pushing his child on a playground swing.

Unlike other treatments targeted to patients with a type of severe asthma called eosinophilic (including GSK’s own Nucala), Exdensur only requires injections twice a year rather than every month or two. That also means it’s longer-lasting than other alternatives.

Virginia Harlan, GSK’s vice president, U.S. specialty respiratory marketing, tells Marketing Daily that the campaign, which began last month, “focuses on instilling confidence in severe asthma patients.” With just two doses a year, she says, “that’s a lot of time for everything in between.”

She says GSK will measure campaign success through “patient awareness of the option of an ultra-long acting biologic for certain severe asthma patients.”

The campaign, created by Publicis Groupe’s Digitas Health, is running on TV/streaming services, Spotify/iHeart Radio, social media (Meta, TikTok, Reddit), digital and paid search, and in doctors’ offices via point-of-care vehicles.

Key GSK competitors in the severe asthma injectable market include AstraZeneca’/Amgen’s Tezspire and Sanofi/Regeneron’s Dupixent.

Statsnex estimates the global market at $12.5 billion in 2026, growing to $20.3 billion by 2032.