Unlike many prescription adverts, this one does not play safe. The attempt from Pfizer, UK is to shock the viewer, even disgust the viewer. And I think it works. The attempt was to scare consumers into re-thinking the inclination to buy prescription-only medicines without a prescription on the internet.
As mentioned in the website, no rats were killed for the ad. Ads meant to change consumer behaviour use ‘shock therapy’ often – anti-smoking and public service ads, mostly. Some other ads attempt to disgust you into buying their product – Ring Guard for example. Some simply put you off and miss out on the objective. This one does a great job of being gut-wrenching and memorable.