Pfizer pulls Lipitor ads

Pfizer (PFE) pulled a series of commercials in which a well-known scientist touted its cholesterol-busting drug Lipitor. The spots featured Dr. Robert Jarvik, who came to fame in the 1980s after inventing an artificial heart. His inventing prowess aside, it turns out Jarvik isn’t a licensed heart doctor - a fact that led some members of Congress to criticize the Pfizer ads. “It seems that Pfizer’s No. 1 priority is to sell lots of Lipitor, by whatever means necessary, including misleading the American people,” U.S. Rep. John Dingell said.

In response, the New York-based drugmaker said Monday it would pull the ads and seek “greater clarity in our advertising regarding the presentation of spokespeople.” The decision is a big one for the company: The New York Times reports Pfizer spent $258 million between January 2006 and September 2007 on the Jarvik campaign, as cheaper generic drugs threatened to make inroads into Lipitor’s lucrative market.

Jarvik’s qualifications to discuss heart medicine weren’t the only questionable aspect of the ads. A story in the Times earlier this month noted that one spot that appeared to depict Jarvik rowing was actually shot using an actor. “He’s about as much an outdoorsman as Woody Allen,” a colleague said of Jarvik. And about as much of a cholesterol expert, it now seems.