Spokesperson fiasco #9: Robert Jarvik isn't really a doctor but plays one on TV


This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See how we rank the 20 top spokesperson fiascos.

Remember the early part of 2008? Britney Spears was nuts. The economy was not in the toilet as much and commercials for Pfizer's (NYSE:PFE) anti-cholesterol drug Lipitor blanketed the nation's broadcast and cable airwaves. Good times.

Those Lipitor commercials -- in case you have forgotten -- featured medical scientist Dr. Robert Jarvik Jarvick speaking about the heart disease that killed his father and urging the public to ask their doctor about the pill. Jarvick, Jarvik, the "inventor" of the artificial heart, looked healthy and vigorous as he rowed on a sunny lake. As the New York Times pointed out, the ad was a pack of lies.
Jarvick Jarvik is a medical doctor who is not licensed to practice medicine and who may have exaggerated his role in developing the artificial heart. Plus, he does not even row. Talk about truth in advertising. After members of Congress balked, Pfizer pulled the campaign that reportedly cost it $256 million. Pfizer is going to have to figure another way to bolster sales of Lipitor before it comes off patent in 2010. Maybe James "Tony Soprano" Gandolfini can be persuaded to urge people to "whack" their cholesterol. Just a suggestion.

The sad thing is that Jarvik Jarvick is not the sleaziest pitchman in the drug industry. Those would be the celebrities who go on TV to "raise awareness" about a disease. Drug companies often pay them too. It's hardly surprising the U.S. is the only country to allow drug companies to sell directly to consumers. Whatever benefits these ads create are outweighed by the problems they cause.

Read the entire series

Remember those thrilling days of early 2008? The economy was not as quite in the toilet as it is now. Hillary Clinton was still in the running to be president. Britney Spears was sent to a mental hospital and a company called Pfizer Inc. blanketed network television with commercials for its anti-cholestoral drug Lipitor. Good times.

For people who have successfully scrubbed these annoying ads from their memories, a quick reminder: they are the ones that featured Dr. Robert Jarvick, "inventor" of the artificial heart. They showed him rowing down a lake looking healthy and vigorous. As the New York Times notes, Jarvick is a medical doctor not licensed to practice medicine, may have overstated his role in developing the artificial heart and does not even row. Pfizer, which is looking to head off competition from generic rivals, pulled the Jarvick ad campaign which cost it about $258 million, according to the Times.

The sad part is that Jarvick is not even the sleaziest celebrity spokesman for the pharmaceutical companies. That honor goes to the celebrities who show up on talk shows to "raise awareness" about a disease when it actual fact they are gettting paid handsomely by the drug companies under the table. The U.S. is one of the few countries that allows direct shillling of drugs to consumers. Aside from the occasional chuckle from singing, "Viva VIagra" the harm these ads cause far outweighs their good.

Pfizer is going to need to find away to continue to sell Lipitor when its patent expires in 2010. I see another celebrity endorsement in the works.

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