According to the Fierce Pharma website, Pfizer kept increasing ad spending (by almost 25%) in 2007 while many drug companies were cutting their ad spending. The site says that one of Pfizer's drugs, Lyrica, "saw its budget skyrocket 123 percent. In 2007, Pfizer won a new fibromyalgia indication for Lyrica--originally a nerve pain drug--and spent almost $74 million on promotion."
Pfizer's website says " Fibromyalgia is a real medical condition. It includes all-over muscle pain that can make it hard to do even day-to-day tasks. The pain may vary from mild to severe."
The woman in their ads must have the mild form. She's sauntering around the French Quarter with her guy. I guess we're supposed to believe that Lyrica allowed her to do that.
Back when the drug was approved, the New York Times asked if the disease was real. Excerpt:
"But other doctors — including the one who wrote the 1990 paper that defined fibromyalgia but who has since changed his mind — say that the disease does not exist and that Lyrica and the other drugs will be taken by millions of people who do not need them."