Pfizer unveiled its latest ad for its migraine treatment Nurtec this week, which features pop icon Lady Gaga for a second time sharing her own personal experience with migraines.
In a 30-second video, Lady Gaga is shown getting her hair and makeup done before a photoshoot.
“Nothing dims my light like a migraine,” Gaga says in the video. “With Nurtec ODT, I found relief. To those with migraine, I see you.”
Lady Gaga partnered with Pfizer to market the migraine treatment last year, when the pharma giant rolled out an awareness campaign in light of Migraine and Headache Awareness Month in June.
A similar ad featured Lady Gaga performing onstage during the Chromatica Ball tour.
“I know what it’s like to perform through pain,” she said in the previous ad. “If you’re like me – one of the millions suffering from pain caused by migraine – Nurtec ODT may help.”
During her partnership with Pfizer, Lady Gaga has called her migraines “debilitating,” adding that she would often spend days in bed unable to read or have any lights on.
“I can’t tell you how many primary care visits I’ve cried through when they ask me how I was feeling,” she said in a statement.
Migraines are severe headaches that can last from several hours to several days, with some 39 million Americans living with the condition, according to the American Migraine Foundation.
‘More Lady Gaga, less Lady Pharma’
Her fans, however, haven’t been too impressed with the Nurtec ads.
Last year, the ad sparked backlash on social media, with fans criticizing her for being a “sellout” to Big Pharma.
That controversy appears to have re-emerged in light of the latest ad. In several #pfizersponsored Instagram posts about the ad, Gaga points out that Nurtec ODT helped her treat her migraines.
“I really wish I had found Nurtec ODT sooner,” she explained. “If you’re suffering with migraine, I know we might have lots of different careers and backgrounds, but we share this thing in common. It feels good to tell you that it could be helpful to you.”
However, comments below the video called out the singer for partnering with Big Pharma, with one noting “what a downgrade from what values you used to have and display.”
“Girl I love you but please stop,” another commenter wrote. “Less lady pharma more lady gaga,” a third wrote.
Lady Gaga isn’t the first big-name celebrity Nurtec has recruited to spearhead their migraine campaigns. In 2020 and 2022, Khloe Kardashian was featured in Biohaven’s Nurtec ODT campaigns.
Pfizer purchased rights to Nurtec for $11.6 billion from Biohaven in 2022. In 2023, Nurtec brought in sales of $928 million.
