As we @ DroppingJaws viewed this commercial, the first thing that comes into mind has to be the cartoonish form of depression(the proverbial dark cloud), secondly the fact that this drug has a lot of side effects and finally did anyone notice that the Depression cartoon character is taken notes on the drug being administered.  We @ droppingjaws focus on the marketing and advertising aspect of this product not the actual performance of the medicine.  With that being said  Sun Tzu author of “Art of War”  states there are” five essentials  for victory” were gonna see how many is needed to win  the battle of the mind:
    (1) He will win who knows when to fight and when
        not to fight.
    (2) He will win who knows how to handle both superior
        and inferior forces.
    (3) He will win whose army is animated by the same
        spirit throughout all its ranks.
    (4) He will win who, prepared himself, waits to take
        the enemy unprepared.
    (5) He will win who has military capacity and is
        not interfered with by the sovereign.
Ok, now here the interesting part.  In this scenario depression is the enemy, Abilify is the good guys and the battle is in your mind. So this is how we @ droppingjawsblg tied in the “Art of War” to explain this commercial.  (1) It strikes us @ droppingjawsblg as counterproductive that the depression character is taking on notes on when and how Abilify works.

This portrayal shows that the product may only work  some of the time cause if the depressions knows how  Abilify work it also knows what to do to get around it RIGHT??? [DEPRESSION 1-ABILIFY 0] (2) This commercial shows  how depression can be handled in different scenarios whether superior or inferior forces. When handled with inferior forces the depression character swallows  the person whole but when treated with Abilify the superior force  you play hide and go seek with your depression. If your depression finds you first then it seems like you’ll be back in that whole. [DEPRESSION 2- ABILIFY ] (3) With this essentials of war its a little tricky but the same principle still applies.

According to the National Institute of Mental Health, symptoms of depression may include the following:

• difficulty concentrating, remembering details, and making decisions
• fatigue and decreased energy
• feelings of guilt, worthlessness, and/or helplessness
• feelings of hopelessness and/or pessimism
• insomnia, early-morning wakefulness, or excessive sleeping
• irritability, restlessness
• loss of interest in activities or hobbies once pleasurable, including sex
• overeating or appetite loss
• persistent aches or pains, headaches, cramps, or digestive problems that do not ease even with treatment
• persistent sad, anxious, or “empty” feelings
• thoughts of suicide, suicide attempts

So in other words depression is animated in all its ranks whereas the only thing Abilify is animated about its side effects :

Abnormal dreams; blurred vision; constipation; dizziness; drowsiness; headache; increased appetite (in children); increased saliva production; lightheadedness; nausea; sore throat (in children); stomach upset; tiredness; trouble sleeping; vomiting; weight gain.Severe allergic reactions (rash; hives; itching; difficulty breathing; tightness in the chest; swelling of the mouth, face, lips, or tongue); abnormal thinking; chest pain; confusion; fainting; fast, slow, or irregular heartbeat; fever, chills, or sore throat; increased sweating; involuntary movements of the tongue, face, mouth, jaw, arms, legs, or back (eg, chewing movements, puckering of mouth, puffing of cheeks); loss of control over urination; loss of coordination; muscle tremor, jerking, or stiffness; new or worsening mental or mood problems (eg, anxiety, depression, agitation, panic attacks, aggressiveness, impulsiveness, irritability, hostility, exaggerated feeling of well-being, inability to sit still); one-sided weakness; seizures; severe or persistent restlessness; shortness of breath; suicidal thoughts or attempts; swelling of the hands, ankles, or feet; symptoms of high blood sugar (eg, increased thirst, urination, or appetite; unusual weakness); trouble swallowing; trouble walking; unusual bruising; unusual tiredness or weakness; vision or speech changes (sources: http://www.drugs.com/sfx/abilify-side-effects.html).

Not to mention Abilify results were tallied only after a 6 week study.WOW!!! talking about a” DroppingJaws Moment™” [DEPRESSION 3 -ABILIFY 0]  With this one commercial if misconstrued Abililfy could give off the impression that this product brings more questions than answers. This brings us to (4) With the depression character being seen taking notes on Abilfiy, depression is patiently waiting for a time to strike while an individual is unprepared maybe during one of those many side effects. [DEPRESSION 4- ABILIFY 0]. We @ droppingjaws purpose was not to discredit Abilify efficiency as a product, the only thing we’re here to show you is how important marketing and advertising is to how your product is precieved by the viewing and buying public.