THE TOT SEAT

When we started brand planning for Evrysdi, a treatment for spinal muscular atrophy (SMA), one line in the brief jumped off the page: strong bulbar data in infants—feeding, swallowing, breathing, talking. Important stuff… presented in the least exciting way possible.

We knew the data deserved better. And we also knew a universal truth of the internet: nothing gets attention like kids being funny, honest, and unapologetically messy. So we borrowed from social formats people already love, like Recess Therapy and Hot Ones, and asked—what if bulbar data wasn’t explained… but eaten?

That question became The TOT Seat: a talk-show-style interview where toddlers treated with Evrysdi chat, chew, and make a mess on camera, hosted by their moms. The result? Clinical outcomes turned into moments anyone can understand—proof that treatment can help bring normal, joyful childhood moments back to the table.

PSA: skip over the important safety information to see some unhinged bloopers we snuck in.