November 2007
| What the ad doesn't tell you Excerpts from a Requip ad, deconstructed |
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| LIFE AS PATHOLOGY | |||
| Music and lighting elevate a condition affecting fewer than 3 percent of adults to something that seems much bigger. |
 "It was so frustrating, like a mystery I couldn't solve. Night after night, strange sensations in my legs."
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| BUILDING CREDIBILITY | |||
| Requip's maker hyped the syndrome to promote press coverage of RLS. |
 "I had to get up and move when all I wanted to do was rest. I had Restless Legs Syndrome."
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| OMITTED FACTS | |||
| You'd never know from this ad that RLS might be related to low blood iron, pregnancy, caffeine, alcohol, tobacco, or cold remedies. |
 "My doctor said symptoms usually get worse when it's time to relax."
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| TURNAROUND | |||
| In the ad, Requip is the doctor's idea. But it really encourages you to ask your doctor to prescribe it. |
 "And then he said something else. Requip."
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| HALF THE STORY | |||
| There's no mention of nondrug treatments such as iron pills or restricting caffeine and alcohol. Clinical trials show that Requip relieves symptoms in 53 to 73 percent of sufferers, compared with 41 to 57 percent on sugar pills. |
 "He said Requip would help relieve those RLS symptoms that were making nights so difficult."
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| WAKE-UP CALL | |||
| If Requip lets you rest well, why did 12 percent of tested users report being drowsy? Some users have fallen asleep while driving and crashed their cars, the drug label says. |
 "Side effects may include nausea, drowsiness, vomiting, and dizziness. Thanks to Requip, the RLS mystery is not keeping me
up anymore. Ask your doctor about Requip."
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| DON'T WORRY, BE HAPPY | |||
| A calming voice-over, soothing music, and smiling faces help play down the bizarre side effects... ...while the parting words reinforce the upbeat promise of sleep. |
 "He told me what to watch for, that Requip may cause you to fall asleep or feel very sleepy during normal activities such
as driving, or to faint or feel dizzy when you stand up."
 "Tell your doctor if you experience these problems or if you drink alcohol or are taking medicines that make you drowsy. Also
tell your doctor if you experience new or increased gambling, sexual, or other intense urges while taking Requip."
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