GlaxoSmithKline debuts DTC campaign for lupus med Benlysta as it looks to cement category lead

Lupus patients star in GlaxoSmithKline’s first-ever DTC ads for Benlysta, as the pharma looks to cement its founder status in the category.

Three young women step up in the new “Sorry Lupus” campaign TV ads to talk about managing their condition. Instead of opting out of family and fun by saying “Sorry, I can’t,” they turn the tables on the disease and don’t allow it to rule their lives.