Great ads do not
an effective drug make

Merck & Co. and Shering-Plough have pulled their "two sources" TV ad campaign for Vytorin, a drug prescribed to patients with high cholesterol.

The campaign was cut after a study revealed that Vytorin, which is a combination of Zocor and Zetia drugs, "did not reduce buildup of fatty plaque in arteries as claimed," reports Advertising Age.

Completed in 2006, the study was not released by the drug companies for 21 months.

The "two sources" campaign was created by DDB Worldwide and falls consistently among drug ads most recalled by viewers.

The campaign will continue to run in print and professional trade journals. A patient education campaign in select markets, billing Vytorin as safe, has also been launched.