Tuesday, September 8, 2026

AstraZeneca uses AI llama for new Breztri campaign

AstraZeneca has introduced an AI-generated llama as the central figure in a new campaign for Breztri. The creative approach turns the LAMA component of the triple therapy into a more memorable visual device.

Breztri combines a long-acting muscarinic antagonist, an inhaled corticosteroid and a long-acting beta2-adrenergic agonist. The medicine first gained approval for chronic obstructive pulmonary disease in 2020 and has since received an expanded asthma indication. The campaign positions Breztri as a three-in-one maintenance inhaler for asthma patients aged 12 and older.

A LAMA wordplay at the center

The one-minute spot features a business-casual llama working late in an office. The character is joined by a goat and an oryx, with the group moving through familiar workplace moments, including automated lights shutting off and an elevator scene in which a colleague presses every button.

The concept builds on the LAMA class name, which refers to long-acting muscarinic antagonists. AstraZeneca framed the idea as a way to cut through a crowded asthma communications environment while making information about the therapy option easier for patients to retain.

AI as part of production

The campaign was developed with Edelman. According to the companies, AI tools supported the production process, including the task of making the animal character move and interact credibly in an office setting. AstraZeneca said the use of technology did not change the campaign’s standards or educational objective.

The commercial also uses smaller humorous details, such as office slides about herd dynamics and barnyard-themed poster lines. Edelman described the project as a possible example of how AI may shape future creative work in pharma and healthcare marketing.

Rollout across digital channels

AstraZeneca plans to distribute the ad across connected TV channels and social platforms. The aim is to create content that can capture attention in fast-moving digital environments.

Breztri is one of AstraZeneca’s key blockbuster products. The medicine generated annual sales of 1.2 billion US dollars last year, up 23 percent from 2024. The expanded asthma indication is expected to support the product’s contribution to the company’s broader revenue ambitions.