New York, NY - After a series of questions and attacks over its choice of Dr Robert Jarvik to endorse Lipitor in a series of TV commercials, Pfizer has announced that it is withdrawing the ads. As previously reported by heartwire, Jarvik invented the first artificial heart, but he is not a cardiologist, nor does he hold a medical license—factors that drew criticism from detractors and made him and Pfizer a target of a US House Committee on Energy and Commerce investigation into celebrity endorsements in direct-to-consumer advertisements.

In a January 2008 statement, committee chair Rep John D Dingell (D-MI) observed: "Dr Jarvik's appearance in the ads could influence consumers into taking the medical advice of someone who may not be licensed to practice medicine in the United States. Americans with heart disease should make medical decisions based on consultations with their doctors, not on paid advertisements during a commercial break."

Complaints about Jarvik went up a notch this month when the latest ad in the series depicted the inventor rowing a racing scull across a lake, despite the fact that Jarvik himself does not row and the commercial used a body double.

Now, in a statement appearing on the company's website, Pfizer has announced that it is stowing the ads.

"The consumer advertising featuring Dr Jarvik, a well-respected heart expert and inventor of the Jarvik artificial heart, provided valuable and medically accurate information about the risks of high cholesterol and how Lipitor can help patients reduce their risk of heart attack and stroke," the statement reads. "Nevertheless, the way in which we presented Dr Jarvik in these ads has, unfortunately, led to misimpressions and distractions from our primary goal of encouraging patient and physician dialogue on the leading cause of death in the world—cardiovascular disease. We regret this. Going forward, we commit to ensuring there is greater clarity in our advertising regarding the presentation of spokespeople."

Jarvik himself issued a press release Tuesday afternoon insisting that he has been "sincere and honest" in his "role as Lipitor spokesman."

"The record needs to show that the ad campaign Pfizer tastefully presented to the public, using beautiful natural settings and high-tech modern architecture, fairly represents me as a world-recognized heart expert," Jarvik explains in his press statement. "I am in fact a medical doctor; I am a world expert in mechanical heart technology; and I am an athletically fit man who takes care of his own health through diet and exercise, including frequent five-mile runs."

Jarvik goes on to respond to criticism about the "rowing" ad, noting that he spent some of his vacation time during high school rowing and that he had, in fact, trained to row in the shoot. At the last minute, he states, he was told he could not do so for insurance purposes—the water was too cold—and a more experienced rower was chosen to fill in. "It never occurred to me that anyone would consider this dishonest," the statement reads.

Other media outlets have reported that Jarvik was guaranteed $1.35 million for the ads and that Pfizer spent $258 million on Lipitor advertisements between January 2006 and September 2007.