Bristol Myers Squibb, Opdivo

New BMS DTC ad offers treatment option for advanced kidney cancer patients

Bristol Myers Squibb has launched a new ad spot in a series of direct-to-consumer oncology advertisements targeting patients with advanced kidney cancer (renal cell carcinoma) and their caregivers.  

The ad began airing this week on connected TV (CTV) and aims to educate viewers on how immunotherapy works, presenting the combination of Opdivo (nivolumab) + Yervoy (ipilimumab) as a possible treatment option for certain types of advanced kidney cancer. 

This ad is part of BMS’ oncology “Search” campaign that speaks to the confusion many patients and caregivers experience upon receiving a cancer diagnosis and their motivation to search for information and answers. It complements two recently launched ads in the “Search” campaign focused on reaching people with lung cancer and urothelial carcinoma. BMS is also currently running an ad for Opdualag (nivolumab and relatlimab-rmbw), which is a distinct campaign for advanced melanoma. 

Watch the new Opdivo (nivolumab) + Yervoy ad for advanced kidney cancer.