RITUALADSFOR ASTRAZENECA · SEPTEMBER 2026
Show up differently.

AstraZeneca has twenty new medicines to launch by 2030. Each one can arrive like a consumer brand does, in every channel, for a fraction of the cost, with the review built in.

FOUR FILMS BELOW. PRESS PLAY, SOUND ON.

The top row.

Unbranded, COPD. An empty high school stadium at dusk. Dolores, sixty-eight, climbs to the top row where she has always sat, one flight of eleven steps at a time, a hand on the rail, while the floodlights come on bank by bank. The breath is the loudest sound in the film. The scoreboard carries the only words: short of breath is not just age.

PRESS PLAY. LISTEN FOR THE BREATH.
THE TOP ROW · UNBRANDED · COPD · :30
The stadium stair at dusk, the first floodlight on
THE STAIR · the concrete stair, the first floodlight on
The last flight of steps to the empty top row
THE LAST FLIGHT · eleven steps to the empty top row
The scoreboard lit with the AstraZeneca wordmark and the line
THE CARD · the scoreboard writes the wordmark and the line

Why it works. A film about breath in this category shows a doctor and a chart. This one gives a sixty-eight-year-old woman the treatment a sports brand gives an athlete. Same message, a register nobody in pharma is using.

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The wind.

Unbranded, infant RSV. A paper town in winter, every house and every gust cut from paper. The wind wants in. The shutters close, the towel goes under the door, the blanket comes up, the window holds, and the wind tears into pieces. Morning. The baby sleeps. One line from a mother: this winter, we were ready.

PRESS PLAY. THE WINDOW HOLDS.
THE WIND · UNBRANDED · INFANT RSV · :30 · PAPER STOP-MOTION
A paper town at night with the wind above it
THE TOWN · paper houses, a paper moon, the wind above
The paper wind pressed against a lit window
THE WINDOW · the wind against the pane, the cradle inside
The paper sky cut away to white paper letters
THE CARD · the sky cut away to white paper letters

Why it works. A season the category explains with a calendar and a chart, told as a children's book. It plays on a phone at six in the morning and on the screen in a pediatrician's waiting room, and it is made of the same forty pieces of paper either way.

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Eleven minutes.

Unbranded, lung screening. A suburban Saturday. Frank, sixty-three, has time for a car wash, a bookshelf and the whole weather report, and none for an eleven minute scan. His daughter has one number and keeps saying it. The scan takes less time than his coffee.

PRESS PLAY. COUNT THE STALLS.
ELEVEN MINUTES · UNBRANDED · LUNG SCREENING · :30
A grey sedan inside a car wash, the brushes closing over it
THE CAR WASH · the car in the brushes, forty minutes of it
An empty white scanner room
THE ROOM · the empty scanner, white and waiting
A frosted clinic door with the AstraZeneca wordmark etched in it
THE CARD · the frosted door, the wordmark etched

Why it works. Comedy is the register pharma is least allowed to use and the one a sixty-three-year-old man will watch twice and send to his brother. The joke is a clock, and the clock is the message.

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Day one.

The launch itself. A plain white carton leaves a distribution dock at ten to five in the morning and reaches the first hand at two minutes past nine: the van, the pharmacy's back door, the scan, the shelf, the bag, the leaflet read in a parked car. No medicine is named. The carton carries the wordmark and the commitment: twenty new medicines by 2030.

PRESS PLAY. ONE CARTON, ONE MORNING.
DAY ONE · ASTRAZENECA · THE LAUNCH · :30
A loading dock before dawn, a white van, one white carton on a cart
THE DOCK · the van, the cart, one white carton at ten to five
A pharmacy shelf of plain white boxes, a scanner and a paper bag
THE SHELF · plain boxes, the scanner, the paper bag
The carton printed with the AstraZeneca wordmark
THE CARD · the carton printed with the wordmark and the commitment

Why it works. A launch morning shot with the care a consumer brand gives a product drop, and none of the noise. It is the film any of the eleven launches to come can open with, the day before the branded work starts.

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One launch, every piece.

An AstraZeneca launch needs its creative for patients, caregivers, clinicians, pharmacists and payers, in every channel, in every format, in two languages. One system holds the brand's approved modules, the claims, the safety information, the imagery and the mark, and makes every piece from them, so nothing is written twice and nothing reaches a person before the review.

Hover a module, or a piece.

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The review stays the review.

A pharma piece takes twenty-one days to approve on average, and the work before review adds five to a hundred and fifty days more, per asset, in the industry's own benchmark. The system makes the piece in days, carries the rules on every one of them, and hands medical, legal and regulatory a piece that is already in the form they approve.

The major statement

Clear, conspicuous and neutral on every broadcast piece, at the size and pace the rule asks, since the compliance date in November 2024.

The safety information

Every branded piece carries the important safety information from the approved module, in every format, in every language, never retyped.

Fair balance

Benefit and risk held at the weight the rule asks, checked on every piece before a reviewer sees it.

The record

Every version, every reviewer's note, every approved module, kept on one link, so the second launch starts where the first one ended.

IN SEPTEMBER 2025 THE FDA SENT THOUSANDS OF LETTERS ABOUT MISLEADING ADS. A LAUNCH THAT SHOWS UP DIFFERENTLY STILL HAS TO SHOW UP RIGHT.

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20

New medicines by 2030, in AstraZeneca's own words, on the way to eighty billion dollars of revenue. Nine were delivered by the end of 2025. Eleven launches to come, each with its patients, its caregivers and its clinicians, each in every channel, each in two languages, each through the same review.

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Set the launch.

Pick the launches a year, the audiences, the formats and the languages, and what one finished national piece costs AstraZeneca today. The board prices itself, both ways.

$360M
WHAT 360 ORIGINALS COST THE OLD WAY
ONE PRODUCTION EACH AT $1M A PIECE
$45K
A MONTH, ALL IN · THE STANDING LINE
$1,500 PER ORIGINAL
360 ORIGINALS A YEAR
4 LAUNCHES × 3 AUDIENCES × 5 FORMATS × 2 LANGUAGES
A TRADITIONAL LAUNCH · 4 HERO SPOTS · ONE PRODUCTION PER LAUNCH, THE REST ARE CUTDOWNS AND TEMPLATES
AGAINST THE SG&A LINE · $45K A MONTH IS 0.0027% OF $1,661M A MONTH · $19.9B A YEAR IN THE FY2025 RESULTS
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Three ways in.

The launch

$95K
A SPRINT · FROM $45K · NINETY DAYS · THIS QUARTER

One launch, inside what is already planned: every audience, every channel, every format, in two languages, in review by day sixty. The modules approved once, the pieces made from them. Any two-week review that misses your bar, stop paying.

The portfolio

$45K
A MONTH, ALL IN · FROM $35K · A STANDING LINE

The twelve major brands, every audience, every channel, every launch on the 2027 calendar. Fifteen or more finished originals a month plus their cutdowns, one innovation drop a month, unlimited takes, every frontier model, no meters. Your calendar, your review, your record.

The enterprise

Scoped
WITH THE OMNICHANNEL TEAM · ALL TWENTY BRANDS

Every brand and every launch to 2030, one system. One review, one record that learns from every launch, and a portfolio that never waits for an agency again.

ALL IN MEANS ALL IN · THE TAKES, THE MODELS, THE CHECKS AND THE LINK · NO METERS

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Three thousandths of one percent.

The whole standing line, the twelve major brands, every audience, every channel, against AstraZeneca's selling, general and administrative line, month for month: $45K against $1,661M. The money will not notice. The launches will.

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Start one launch before October.

AstraZeneca sets its 2027 budgets by October. One launch can start inside what is already planned, and be in review before the numbers are final. The films above were made in one day. The sprint gets ninety.

SEP 21THE BRIEF, ONE LAUNCH OCT 5THE MODULES, APPROVED ONCE OCT 31YOUR 2027 BUDGETS SET NOV 20EVERY PIECE IN REVIEW JAN 4THE LAUNCH SHOWS UP
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Every launch shows up differently.

RitualAds is a creative studio for brand film: from a single line of brief we build the whole campaign world, concepts, boards and finished moving pictures, made end to end under one roof. For AstraZeneca that means every launch gets creative that looks like nothing else in the category, for every audience and channel, made in days, with the review built in, at a cost the SG&A line will not notice.

The meeting takes thirty minutes.

RITUALADS · CARLOS@RITUALADS.COM

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