Nine months after it pulled Chantix DTC amid concern about possible psychiatric side effects, Pfizer’s tortoise and hare are back on the air with a new 90-second TV spot long on risk information.

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Legendary tough guy actor Ray Liotta is now fronting for Pfizer’s Chantix. He’s the first celebrity to appear in the long-running campaign, which features real smokers who kicked the habit. But in ...