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      An invisible wall will always exist between the world of the stories we see and our own reality. Breaking that wall — the fourth wall ­— is a technique as old as storytelling itself. Whether the intent is to startle or elicit a deeper feeling of connection, removing the barrier between an audience and one of the many brand narratives we consume each day is one of the most powerful creative tools we can use. But there’s a fine line between a talking head and a brilliant break between worlds. Making breakthrough work that breaks the fourth wall is as challenging as it is timeless.
      




      Inherently engaging and personal by design; breaking the fourth wall is a classic technique that increasingly requires something more to stand out.
      




      




      BetterHelp ad with man shouting
      Image courtesy BetterHelp; used with permission.
      




      Be A Man
      BetterHelp in partnership with Boston Be a Man
      




      BetterHelp probably spends a significant amount of ad dollars on social influencer partnerships. One I saw in my own feed really struck me — a clever, unexpected and almost self-deprecating partnership with the notorious Boston Be a Man. He’s an everyman-turned-Instagram-icon who offers over-the-top advice on suffering through painful scenarios rather than getting obvious help. Clearly an anti-hero to a brand such as BetterHelp, Boston Be a Man makes the telehealth brand feel as fun and approachable as he is.
      




      




      Byoma ad with woman's face pressed against glass
      Image courtesy Byoma; used with permission.
      




      Your Skin Barrier Needs You
      Byoma and Small World
      




      Breaking the fourth wall is a technique that works at least as well, and much less expectedly, in static formats. Consider the first global campaign from skincare brand Byoma. The simple bold visuals of faces pressed against the backside of Gen Zers’ screens as they scroll through TikTok or Meta feels like the perfect … well, meta comedy for the audience. With Your Skin Barrier Needs You, this 3-year-old brand disrupts the institution of skincare marketing and its foundational tropes with just the right mix of message, media and meaning to be truly disruptive. So, while some fourth walls are big screens we sit back and watch, and others we manipulate with our thumbs, brand narratives will always play out behind them. Unless, of course, we take the right opportunities to break them.
      




      




      Wanda Sykes on a football field
      Image courtesy Novartis; used with permission.
      




      Your Attention, Please
      Novartis and Merkley + Partners
      




      Novartis made an impression at this year’s Super Bowl with an ad that draws stark attention to a striking and paradoxical divide. Breasts get all manner of attention — wanted and unwanted — from, well, everyone. Yet, there isn’t nearly enough attention being paid to routine screenings for cancer. A montage of mammaries bouncing to the beat of “I See You Looking” by Allister X + Love Lola Love feels like an abrupt and personal callout that instantly captures your attention (though self-consciously you might feel like looking away). Wanda Sykes delivers a critical call to action at the end from a place of authority and experience, but without those breakthrough seconds that preceded her, she might not have captured the attention needed to hear it. Novartis’ intention to connect health conversations to culturally relevant themes to create impact is a smart move. Recognizing that emotions can drive behavior more than data and science alone, it’s inspiring to see the ad resonate so strongly with people.
      




      


      




      




      Attruby ad with two men laughing and dancing
      Image courtesy BridgeBio; used with permission.
      




      A Diagnosis Doesn’t Define You (Attruby)
      BridgeBio and GSW
      




      Morgan Freeman’s unmistakable voice instantly pulls you in (as it always does) in this recent spot for BridgeBio’s cardiovascular drug Attruby. For a few seconds, Freeman seems to narrate the life of an older teacher walking into a high school, but then Freeman appears seated in a classroom squarely addressing the audience. As “I wish that I knew what I know now” builds in the background, we are back and forth between the teacher greeting students as he walks the halls, Freeman addressing the audience again, and finally joining the teacher at his surprise retirement party in the school gym. Freeman not only breaks the fourth wall, he also invites us inside the narrative walls to imagine ourselves as its main character. As one of the very few mortals who can literally get away with playing God, it doesn’t feel like a typical pharma line when he says “…more chances to do what you love with who you love.” It feels like a divine right.
      




      


      


                        
                        
                        
                        

      
	
		From the August 01, 2025 Issue of MM+M - Medical Marketing and Media