Buffing the image.

The NY Times reports today on Merck's $20 million ad campaign to sell us on their altruism. Merck is the maker of Vioxx, of course--recently recalled--though they say this campaign isn't about damage control and has been in the works for two years. They're not the only pharma running image ads these days. Drug companies have done great things, and have a right to advertise them. You hear about their free-drugs-for-needy programs a lot more than ever before, for obvious reasons. Hey, Merck, why not run spots in this campaign telling us how you're cleaning up your act? Now, that would be an effective ad.