Shooting the messenger
I could be a stunt double for the "maker of the artificial heart," Dr. Jarvik.
Evidently he uses one in the Pfizer ad showing him rowing powerfully across a body of water. The impression we are left with, is that if you take Lipitor, you, too, can be strong enough to power a sculling craft across a lake. As a rowing enthusiast, I can vouch for the fact that this type of workout is not for the faint of heart—but a lab-created pill certainly won't make it any easier.
Now Congress has some questions. It seems this particular Pfizer ad isn't sitting too well with them.
Of course, we see celebrities endorsing products every day. What sets Dr. Jarvik apart is that he's well-known for his work having to do with the heart, which sends a subtle message that this guy is somehow also a cholesterol expert.
However, Dr. Jarvik is neither a cardiologist nor a practicing physician. He is medically trained, but in research applications—not clinical, which means he's not directly involved in taking care of patients. And taking Lipitor no more qualifies him to be an expert than it would the average Joe on the street. So Congress is looking into whether there's any truth in that advertising.
This doesn't take away from the important work that Dr. Jarvik has done, and I can't lay the blame for these ads solely at his feet. Let's face it: the pharmaceutical industry holds a lot of sway. (And a lot of dough.) He has placed a comment on his company website, defending his role in these ads. While I disagree with his statement that he's not a celebrity (why else would Pfizer use him?), I can understand it when he indicates that he has an interest in anything to do with his life's work.
That doesn't explain his willingness to let someone else do the rowing while leaving the impression his strong heart is doing all the hard work.
