Novartis introduces inflammatory villain in its first Xiidra dry eye DTC campaign

A red-hot animated menace takes center stage in Xiidra's latest DTC campaign, its first under new brand owner Novartis.

In the debut TV commercial, the inflammation-personified character lurks behind the eyes of a woman working in an office at a computer screen. The as-yet-unnamed creature exclaims as the woman rubs her eyes, “Looks like a great day for achy burning eyes.”