INT. LIVING ROOM – DAY

Jill and I sit peacefully, absorbing a televised pharmaceutical spot.

ME

As a doctor, are you offended when companies use designer branding to sell drugs?

JILL #232

(distracted)

Um. I don’t know. Huh?

ME

Take this ad for example. The substance in question, which treats diabetes, has a protracted official name meant to describe it’s chemistry, and is otherwise known as “Canagliflozin”, or whatever. Nevertheless, the pill is referred to as “Invokana"—as though using it is an appeal to some "higher power”, possibly a supernatural or alien deity. I think its branding is an over-promise and, moreover, its intimation of mystical force is like snake oil, or…voodoo, or something.

JILL #232

Well, I suppose…

ME

What’s next — a psychology drug called “Normala” which, without explanation, implies that taking it will solve your entire life?

JILL #232

(considering)

Perhaps, but…what about “Abnormala”?

ME

Hmm… Abnormala might be a controlled substance. A recreational drug, probably.

JILL #232

(certain of herself)

You are on Abnormala.