So there is currently an ad playing online, at least –
possibly on television as well, but I don’t know – for a depression drug. A drug you take to assist with your
depression, I mean. Can’t quite think of
the brand name of the drug, although it begins with P and has a Q in it
somewhere. But the drug itself is
desvenlafexine.
In any case, it is an animation, with the protagonist being
a woman in a drab colored dress and sandals, with a large wind-up key in her
back. She is a toy, in fact, a doll with
stiff and jointed limbs and sort of stylized jerkiness in movements. She bends stiffly forward from the waist with
her arms hanging straight down, and shuffles in tiny little steps, looking at
the ground. This represents her life in
her depressed state.
She then progresses through her interaction with the doctor and others in her life, and, after taking desvenlafexine, finally joins in the shopping trips, and make-up wearing, and yoga classes that her friends are all experiencing. They are all stiff and jointed dolls as well – the doctor included.
But she is the only one with the wind-up key in her
back. It persists, as well, throughout
her depression, and improvement. And no
one else has one.
So what does it represent?
Is it her condition, her depression? And if so,
why? Depression is not what motivates her – not what
keeps her going – not the impelling force in her life. I have seen ads wherein the depression sticks
around throughout treatment, which is supposed to let us know that this
treatment is not going to “cure” the depression sufferer – just going to make their
lives easier and more normal. But in
this case, I think they chose a ridiculously wrong article to represent the
depression (if indeed they did) – a wind-up key? Stupid!
It should have been something like an umbrella, that she could have
folded up and carried, but that no longer kept the sunlight off her head. And if they didn’t choose this key to
represent something, then they are even more stupid, since no one else has one,
and this is the only thing that she has that they don’t. Bugs
me.