Typically, the coveted HBCM goes to something particularly clever, musical, sardonic, arty, or just goddamn weird. This remains my fave of all time:

Sometimes, of course, an ad pierces the zeitgeist with a clever turn of phrase: “Where’s the beef?,” “Finger lickin’ good,” “They’re Grrrreat!” are advertorial Hall of Fame shoo-ins.

Others? Hmmmm, not so much.

Take Vraylar, a new treatment for Bipolar 1.

It is no doubt a promising sign that we are more aware than ever of medical disorders (perhaps too aware; According to Kantar Media, a firm that tracks multimedia advertising, 771,368 pharmaceutical ads were shown in 2016, an increase of almost 65 percent over 2012.)

It’s enough to turn you psychosomatic. And it doesn’t help when the ad’s language is a bit…nuts.

Which bring us back to Vraylar. I can’t imagine the anguish of Bipolar 1, for sufferer or relative. So why have such a dumbass slogan: “You’re more than just your Bipolar 1.”

Well, duh. You’re least two.

So congrats, Vraylar, for winning the first HBCM Razzie Award. Don’t let it get to your head.

https://www.youtube.com/watch?v=WScRa_ie-cc