WWWTP? Goes to the Movies

Source: Samuel Goldwyn Pictures

Better Living Through Chemistry, an upcoming indie film, has garnered a bit of buzz for its all-star cast (Olivia Wilde, Sam Rockwell, Ray Liotta, Jane Fonda) and its somewhat unconventional focus: the leading man plays a drug-addled pharmacist. Apparently, in a post-Breaking Bad world, we chemists can claim top billing only when we're busily breaking the law.

I'm sure that the title alone causes old DuPont ad execs to roll over in their marbled graves.

For you chemists in the audience, there's yet a better treat. Check out the promo poster (right). Credit, I suppose, goes to some graphical artist at Samuel Goldwyn for sticking the actors' faces inside modified Haworth projections, and for attempting to use wedges and dashed lines to lend some stereochemical flavor.

But yikes, the doodles! There's random "CH2" and "N2O" groups hanging out in space, a scrawled-out "atom" with a heart as a valence electron (cute), and even some sort of equation at the bottom, in which, apparently, (CH2 + CH3) / (CH2 + CH3) = LOVE.

The tagline for this wild pharmaceutical romp?
"Happiness Has No Formula."

Grab your popcorn, kids.

Enamine Double-Take

When I have a few minutes of down time at work, I like to flip through the most recent issue of C&EN.  Granted, it's been a busy summer, so I'm a few issues behind; I just cracked the cover of the July 29, 2013 issue today!

As I flipped through, an interesting-looking story covering fluorinated pyrrolidines caught my eye.
But wait, something's wrong here. Did you catch it?

Source: Enamine / C&EN July 29, 2013, p. 12

It just looks like a story! Someone clever over at the company matched the C&EN font, style, and text layout to camouflage their ad as a real story!

Well played, Enamine.

"Pure Goodness" - Whirlpool's Chemophobic Water Ad

Last night, courtesy of Chemjobber, came this ridiculous sham ad interesting tidbit:

Here's the Whirlpool pop-up ad I saw that started it all: "Don't drink from the periodic table." #chemophobia http://t.co/M5MBCiKf

Done chuckling yet? I hope not, because you haven't seen the accompanying video, with cloying tagline "Pure Goodness." Apparently, for Whirlpool's target market - wealthy American moms with stupendously huge kitchens - the issue of anything in drinking water scares them silly. And that's the right word, because that pop-up ad above literally reads "don't Drink from the periodic table." Did I somehow miss the memo?

News Flash! Dateline: July 30, 2012 - Water officially no longer derived from hydrogen, oxygen; sources say it exists in new 'drink dimension,' far removed from natural world!

OK, I get it: filtering water removes certain trace metals and organic products you might not want to ordinarily consume - for the moment, we'll overlook fluoride, sodium salts, or relatively innocuous trace metals like iron and copper. If you believe the ad, every poured cup of tap water contains the following (~ 0:09 in the video): mercury, chlorine, lead, ethylbenzene, ortho-dichlorobenzene, lindane, atrazine, para-dichlorobenzene, endrin, MTBE, and benzene. Nevermind that two of the listed pesticides (lindane, endrin) are long-since banned from food crops, or that local water authorities test for most of the other potential contaminants.

What about those scary-looking chemical structures at 0:05? (see left). I checked 'em out: from left, moving clockwise, you have carbofuran, dinoseb, and alachlor (Picky pedagogical note: I've never seen a gem-dimethyl group drawn that way before...should I expect some sort of agostic bond?). Dinoseb and carbofuran are both banned pesticides, and alachlor, though common, lists as only a Class III (slightly toxic) toxin.

As with all chemophobic ads, realize that Whirlpool exaggerates the situation to sell more fancy refrigerators. The same effect can be achieved with any carbon filter: remember Pur, or Brita? Perhaps then you wouldn't have to worry about the other pressing concern (0:58)...


...deadly fridge fungus!

"Everyone run, it's got Timmy!"
Credit: whirlpool YouTube

Pharma Mascots - Cartoon Stand-Ins for Disease

Credit: Time Magazine

While glancing through some magazines yesterday, I came across a troubling ad for Abilify (aripiprazole). It’s not the drug that irks me, but rather the imagery - in the ad, depression takes the form of a sad, hovering blue bathrobe, stalking the nervous patient down the sidewalk.

I get it. Abilify helps a lot of people with severe depression feel normal enough to get outside and live. But the picture carries a menacing subtext: Without this med, depression will cover you and weigh you down, like a thick, fuzzy robe of gloom.

Credit: mucinex.com

This is, of course, nothing new. Marketers make their livings playing on our subconscious reactions to colors, smells, and situations. But pharmaceutical marketing takes the message one step further. Many people recognize the signs and symptoms of disease: sore joints, skin discoloration, cough, fever, blurred vision. But do they know about the underlying condition, or anything about the drugs* used to treat it?

Well, cartoons to the rescue! Nowadays, each med gets its very own mascot, a stand-in for all the aches and pains brought on by the specific problem. For Uloric (febuxostat), a gout flare treatment, a man carries an Erlenmeyer flask full of green liquid meant to represent uric acid (which is actually a white solid). His obviously stunted gait and heaving effort evokes gout’s painful inflammation. Pristiq (desvenlafaxine), an antidepressant marketed by Wyeth before the Pfizer takeover, showed a sad, small wind-up doll, meant to show the effort needed to “get going” when depressed.

Credit: lamisil.com

Lamisil (terbinafine) needed a mascot to represent a fairly common locker room ailment – foot fungus. The myco-avatar? Meet Digger, a small, spiky, yellow critter who represents discomfort and skin discoloration. His long claws are meant to simulate the scratching and burning brought on by infection.

Finally, Mucinex (guaifenisin) gives us Mr. Mucus, a hefty green glob used as a mucus analogy. He is, perhaps, the most over-the-top mascot, in that his only function seems to sit around as chronic congestion might.

Do these disease caricatures actually help someone, say, decide between two alternative treatments? Or appreciate the risks and side effects behind a certain treatment? Or are they just cute graphics to put on T-shirts and coffee mugs?

*In case you’re wondering, I didn’t forget: here’s the structure of the drugs

Update (12/24/11) - Added guaifenisin, generic name for Mucinex. The same generic drug is indeed found in several OTC medications.

The Ad's the Thing - Science Draws 'Em In

Regular readers of Chemical & Engineering News might have noticed a rather rare, eye-catching advertisement in the October 17, 2011 issue. Takasago, a Japanese fine chemical supplier, took out two side-by-side full-page ads (p.40-41) to illustrate the catalytic ability of their new RUCY hydrogenation complexes. The layout suggests two pages of a scientific lab notebook, complete with hand-drawn structures, a font resembling personal handwriting, a table of reagents, even a digitized signature! (I hesitate to believe this is this scientist’s real signature; legal repercussions aside, many Japanese and Chinese scientists sign documents with a stylized kanji or ink stamp). 

A synthetic chemist captures the thrust of the ad immediately: high-turnover catalysts with high selectivity translate directly into time and material savings. But you don’t have to look far these days for “real-live” (staged) science at its best, selling everything from soaps to microprocessors.

Billy Mays: Oxidant Superstar
Source: billymaysfacts.com

I’m reminded of the old dishwashing detergent standard, where a model with long rubber gloves dips a soiled plate into each of two basins, one containing the competitor’s soap, and one with New! and Improved! versions of the blue solution on the right. The grime falls reliably off the desired plate, but the scientific take-home message? Surfactants, formulation, perhaps even enzymatic degradation. It may be exaggerated to make a buck, but the pitch subtly makes you aware of the scientific development underlying the product. The same message pushes through with rust cleaners (solubility, transition metal ligation), or home fragrances (aroma chemistry, vapor pressure, sublimation). Billy Mays (RIP) and his OxiClean never made peroxide bleaching seem so efficient . . . or so sexy.

The real Ajay Bhatt....or Arthur Fonzarelli?
Source: The Oregonian

Don’t think that all these ads just shill for chemistry. Intel’s “Science Rock Star” campaign a few years back featured a strutting, smiling Ajay Bhatt (or his doppelganger), the co-developer of USB technology, proverbially fending off female fans and doting admirers while signing laptops and drinking from his Intel mug. Tongue-in-cheek, maybe, but this ad shines a light on the glaring contrast between the public worship of performers, and the relative ignorance of scientific figures. 


Update (12/24/11) - Added RUCY picture from C&EN