Eminem flaunts his Revival with parody pharma ads

Hip-hop artist Eminem has positioned himself as the antidepressant of 2017 with a series of ads likening his new album Revival to medication in a campaign taking a swipe at big pharma.

Billboards, OOH buys and digital activity have been subtly driving awareness of the album over the last month, much like Netflix did with billboards for Hawkins Power and Light, a company in the Stranger Things universe.

Revival has been touted as a cure to the illness Atrox Rithimus, which is Latin for ‘bitter rhyme’ - the entire campaign has been rolled out in the style of big pharma's creative.

The work from Deutsch and Interscope Records also directs users to a website urging users to 'Seize the Moment'. It served as a way of teasing the new album. The guerilla activity caused a stir on Reddit and actually revealed the title of the new work.

The site asserts: "Revival is a non-injectable medication given through the ear canal, and is not intended for anal use."

The album dropped on 14 December.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.