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The Introduction! Epic Video

Advertising – the Hollywood of Marketing, it’s Los Angeles and Las Vegas. All that is coolest in Marketing happen exactly in Advertising. Here one your idea can make you either millionaire or bankrupt. But I’ll surprise you, the Advertising is a highly precise Science!

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Horrible truth. Milgram impact!

Milgram proved people obey when authority is clear. In pharma ads, you’re not selling a product — you’re selling belief. And belief doesn’t come from slogans. It comes from archetypal authority, psychological transference, and a structured message that commands trust.

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Radio Attack$!

Radio is cheaper. Louder. Measurably attention-grabbing.
So why shouldn’t it replace TV in pharma ads?

Because attention isn’t enough.

Pharmaceutical advertising isn’t about vibes or voiceovers — it’s about belief.
And belief needs more than sound. It needs symbols. Archetypes. Transformation.

In this video, we dissect the industry’s obsession with audio and expose the flawed logic behind the latest “radio renaissance.”
Using hard data from the ABX study and insights from advertising psychodynamics, we show why radio can’t carry the weight of medical messaging.

From visual embodiment to archetypal activation, we explain why TV — or at least full-spectrum video — is still the only medium that can truly sell medicine.

If you work in pharma marketing, watch this before you buy into the audio-first hype.
This isn’t about cost-per-thousand. It’s about cost-per-belief.

Watch now. Before your media budget goes down the drain.

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Alchemy in Advertising

What if the product in your ad isn’t just medicine — but the Philosopher’s Stone?
In this video, we explore how the ancient art of alchemy meets modern pharmaceutical advertising, revealing the deep psychological power behind the archetype of Medicine. Learn how to create ads that don’t just inform — but transform.

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Projection and Transference in Advertising

In this video, we dive into two key psychodynamic processes—projection and transference—that shape the way viewers perceive and respond to ads. Learn why focus groups can mislead advertisers, what truly matters to a potential buyer, and how to craft ads that sell rather than just look good.

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Ad archetyping thumb

Advertising Archetyping

Ad archetyping is the method of matching psychological archetypes—universal, innate character patterns—to key roles in an ad. By assigning the right archetype to elements like the patient, healer, and product, you create clear, emotionally resonant messages that tap into viewers’ subconscious expectations and drive more effective advertising.

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"Advertising is not a free-form essay!"

Who I am?

15+ years in Ukrainian pharmaceutical marketing.
23+ brands launched, not inherited.
From brand names to slogans, packaging to positioning — if it speaks to the consumer, I’ve probably written it, drawn it, or rebuilt it from scratch.

I’ve led the production of 25 pharma commercials.
15 of them? My idea.
I wrote the script, sketched the storyboard, fought with directors, and then made sure the damn thing actually worked on screen — and in media metrics.

I’m also the author of the course “Shoot It Right!”
It’s not about art. It’s about selling.
Selling pharma with ads that hit the target — psychologically, emotionally, and commercially.

Welcome to Brzhechko&Nobody.
We don’t do ad fluff. We do results.

  • More than 14 years in pharmaceutical marketing
  • About 20 brands in promotion
  • More than 14 launches