Pfizer goes subtle on vaccine but big on human spirit in latest ad spot

In times of trouble, (hello, global pandemic year two), it’s a common and popular practice to wax poetic about the strength of the human spirit … and that’s just what Pfizer does in the latest of its brand-building “don’t talk too much about the vaccine” spots.

Get out your COVID-19 bingo card, because this third spot, “Will and Grit”, introduces the word “pandemic,” which was absent from the first two spots, into the mix. It’s almost as if Pfizer, co-developer of mRNA COVID vaccine Comirnaty with BioNTech, sneaks one new COVID-19-adjacent word in at a time into each spot.