AstraZeneca unfolds first DTC TV ad for breast cancer med Truqap
Title
AstraZeneca Launches First Direct-to-Consumer TV Ad for Breast Cancer Drug Truqap
Keywords
- AstraZeneca
- Truqap (capivasertib)
- Breast cancer
- Direct-to-consumer (DTC) advertising
- TV commercial
- HR-positive, HER2-negative
- Advanced/metastatic breast cancer
- Faslodex (fulvestrant)
- Progression-free survival
- AKT inhibitor
- Cancer treatment
- CAPItello-291 trial
- Patient storytelling
Key Facts
- AstraZeneca has released its first DTC TV commercial, titled “Unfold More,” for its breast cancer medication Truqap (capivasertib)1.
- The ad visually portrays a woman flipping through a pop-up journal, symbolizing the additional meaningful time the treatment may provide to metastatic breast cancer patients1.
- Truqap is indicated for use with Faslodex (fulvestrant) in patients with HR-positive, HER2-negative advanced breast cancer who have experienced recurrence or progression on prior treatments15.
- The drug gained FDA approval in late 2023 based on data showing the Truqap and Faslodex combination reduced the risk of disease progression or death by 50% compared to Faslodex alone, with median progression-free survival of 7.3 months versus 3.1 months15.
- The recent TV campaign aims to illustrate the “unfolded” stories and moments that extra months of life can bring for patients1.
- Truqap is an AKT inhibitor that targets cancer cell growth and is administered as a twice-daily oral tablet5.
- The therapy is being further evaluated in ongoing Phase III trials for treatment of both breast and prostate cancers2.
- NICE (UK) has also recently recommended Truqap for use in eligible NHS patients in England and Wales5.
Sources:
1. https://www.fiercepharma.com/marketing/astrazeneca-unfolds-first-dtc-tv-ad-breast-cancer-med-truqap
2. https://www.astrazeneca.com/media-centre/press-releases/2025/update-on-capitello-280-phase-iii-trial.html
5. https://pmlive.com/pharma_news/astrazenecas-truqap-recommended-by-nice-to-treat-advanced-breast-cancer/