AbbVie revives DTC ads for dry eye med Restasis with a patient front and center

Allergan’s newest DTC campaign for its not-so-new Restasis dry eye medicine focuses on a take-charge woman as the pharma reinvests in TV ads for the 17-year-old brand.

The 60-second ad shows a woman rehabbing a bathroom, silk-screening T-shirts, baking sourdough bread and fixing her car, but also taking control of her dry eyes by visiting her doctor. Allergan, now part of AbbVie, last ran commercials for Restasis in 2017 when it introduced a multidose bottle.