The New Celebrex Ad . . .

. . . goes on for two-and-a-half minutes, emphasizing that all pain relievers cause heart attack risk. At one point, the ad says that "clinical studies" show Celebrex reduces the stomach distress experienced with some other NSAIDS. Earlier in the ad, Pfizer necessarily mentions that the Celebrex label carries a warning about those very same stomach distress side effects.

That ought to help clear up the confusion. The only thing this is an ad for is why there shouldn't be any direct-to-consumer advertising, especially on television.

Not mentioned in the ad: Our drug will cost you and/or your insurer $90 a month plus the cost of a doctor's visit versus the $10 a month it costs for over-the-counter ibuprofen.

It starts running on ABC tonight. You can watch it here.