"Launch ad for The Boomer Coalition campaign, inciting people to go to the Web site and join the fight against cardiovascular disease. It was a rallying cry. This is the generation that lived through the rebellious ’60s, protested the Vietnam War, and let it all hang out at Woodstock, and we wanted to reignite that rebellious spirit (at least what was left of it). The whole effort was totally unbranded, unheard of for a drug company. Where was the drug? Waiting for them at their doctors' offices."