Prescription Drug Ad Raises Questions of Honesty for Heart Pioneer....and a bigger question for Pfizer

Dr. Robert Jarvik is known for the artificial heart he pioneered more than twenty five years ago. Since then he has worked pretty much out of the limelight - until he began appearing in television ads on behalf of Lipitor, a prescription drug for reducing cholesterol, manufactured by the mega corporation Pfizer.
The ad depects a healthy Jarvik, claiming to be a leading cardiologist, among other things, and a rowing enthusiast, with specific footage showing him out on a scull in the midst ofa pristine lake. As it turns out, Dr. Jarvik does not
practice the sport in reality. The advertising agency hired by Pfizer actually hired a stunt man to double for the sculling scenes. What is even more misleading is that the ad suggests that Jarvik himself takes Lipitor. To what extremes will pharmaceutical companies like Pfizer go in order to make money. "It seems that Pfizer's number one priority is to sell lots of Lipitor, by whatever means necessary, including misleading the American people", quotes John D. Dingell, chairman of the House Committee on Energy and Commercialism.
A doctor's endorsement should be thoroughly honest. Somebody like Dr.
Jarvik, who is well known for his artificial heart and significant reputation ought to think twice before posing as someone who takes a particualar drug and
moreover, who is healthy enough to get into a scull and row for sport. Because he used a stunt man to portray himself in the rowing segment, he was fundamentally dishonest. He also implies in the advertisement that he advocates prescribing Lipitor for "his patients". He is not a practicing physician and therefore cannot prescribe medication.
This ad is indirectly telling the public that it is alright to pose as who you think you are or who your sponsor might like you to be. Dr.Jarvik has received considerable monetary compensation for this advertisement. Pfizer has lots of that to spread around, even if it means placing someone in a spotlight reeking of dishonesty. That is something the media and Pfizer does not want the public to find out.

Sources:
Sail, Stephanie, "Drug Ads Raise Question for Heart Pioneer". New York Times
07 February, 2008.