In the pharma industry, TV ads frequently follow a similar formula: highlight patients before and after treatment, accompanied by cheerful music and voiceovers detailing the drug’s benefits, and then seemingly racing through potential side effects at the end to adhere fair balance mandates. One example of this formula is female birth control ads. A visit to iSpot.tv and a perusal of their “Female Contraceptives TV Commercials” section reveals multiple spots adhering to this template.