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Just over a year after launching its first broadcast direct-to-consumer (DTC) campaign to promote Voquezna, Phathom Pharmaceuticals is trying to have more candid conversations about GERD.

In this gastroesophageal reflux disease, stomach acid repeatedly flows back up the esophagus and causes symptoms like heartburn and extreme discomfort. 

To foster these discussions about the condition, the brand partnered with Keenan Thompson — the longest-tenured Saturday Night Live cast member — to launch GERD is No Joke, a campaign adding a light touch to the discourse about the digestive disease that impacts over 65 million Americans. 

In the minutelong TV spot, the actor-comedian is seen whisking up some fish flambé for a set audience. 

“I’m into comedy, I’m also into flambe-ing. What I’m not into, is some heartburn,” Thompson said to the audience.

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He then mentions that he takes Voquezna, Phathom’s FDA-approved treatment to manage heartburn, as a way to relieve his GERD symptoms. 

The shot then cuts from Thompson to a visual of his stomach, where Phathom’s all-blue superhero takes over and details how the drug provides symptom relief. 

According to Martin Gilligan, Phathom’s chief commercial officer, the brand team had a good time with the creative for the campaign. 

He said the team decided to develop a campaign around cooking since GERD has a lot to do with the consumption of foods that people often take for granted. 

The team sought to center the conversation around everyday foods that people eat and highlight that those with GERD can struggle eating foods others enjoy. 

Thompson was chosen for the campaign as he had previously been vocal about his experiences living with the disease. Gilligan said the team saw it as an opportunity to highlight the experience of a well-known patient advocate in a decidedly light-hearted way. 

“We were seeking an opportunity for a real patient that people could relate to, not just another actor,” said Gilligan. 

The choice to include the blue stomach superhero alongside Thompson was done to give viewers a sense of how Voquezna works. 

“The core message behind the product is heartburn relief. It does that by kicking some acid,” Gilligan joked, noting that the product is primarily used to provide heartburn relief for non-erosive GERD. 

In the TV spot, the blue stomach superhero adds that Voquezna also helps to heal erosive esophagitis, also known as erosive GERD. 

A clinical trial of the product found that 93% of participants experiencing erosive GERD were healed within the first two months of treatment. 

In addition to the TV spot, the team also released some educational materials — including “Kenan’s Guide to GERD” — to help patients navigate the condition. 

The document includes practical tips on how to talk to a doctor about GERD, using Thompson’s voice to add a lighter touch to communicating with healthcare professionals. 

It also includes a self assessment tool that users can fill out to track their symptoms and articulate the severity of their symptoms with their physicians. 

“What makes me excited is that we have a campaign that is completely consistent in terms of its look, its feel and its message, that we brought to life with a real patient that America is well aware of, and relates to,” Gilligan said.