Numerous healthcare and consumer wellness brands are making their presence known at Super Bowl LVIII in Las Vegas, either through activations leading up to the big game or with commercials that will air during the CBS broadcast.
Take a look at some of the most notable health-related advertising for the Super Bowl.
Pfizer
The pharma giant is set to air a 60-second commercial during the third quarter of Super Bowl LVIII.
Pfizer is unveiling Here’s to Science, a national ad campaign centered around its vision for the future of oncology — all set to “Don’t Stop Me Now” by Queen.
The ad was created in collaboration with Publicis Conseil, LeTruc/Publicis NY, Pfizer and others. The production agencies included Prodigious France, PXP, Le Pac, Boogie Films, while the post-production agencies were Le Pac and Mathematic.
Astellas Pharma
For the second year in a row, the Japanese drugmaker will run an ad during the big game.
The 60-second ad from Astellas will promote its menopause drug Veozah (fezolinetant).
The company said it will air a new cut of the Fewer Hot Flashes, More Not Flashes TV spot it debuted in October. The updated commercial will air after the coin toss and before the kickoff.
Cetaphil
The skincare brand shows how Taylor Swift’s recent NFL tie creates father-daughter bonds in its Super Bowl LVIII campaign,
Dubbed “Game Time Glow,” the ad fuses young girls’ skin-care rituals with their dads’ game day rituals to create an opportunity for them to bond.
Lippe Taylor is the agency behind the work.
Dove
The company’s Super Bowl LVIII campaign shows the effects of body insecurities on young girls in sports.
Dove dropped its spot on February 2 in an Instagram post by Kylie Kelce, who partnered with the brand to raise awareness of the same finding.
The 30-second ad, called Hard Knocks, will run during the first quarter of the Big Game. Ogilvy is Dove’s creative agency partner for the campaign.
Power to the Patients
Continuing with its advertising blitz to start 2024, the nonprofit is debuting a 30-second PSA featuring country music stars Jelly Roll and Lainey Wilson.
Singer-songwriter Valerie June joins the two as they call on lawmakers to pass legislation that strengthens healthcare price transparency.
The ad will air on television and digital platforms in Washington, D.C. during the Super Bowl and the campaign will also have planes pulling banners over Las Vegas.
Tums and DraftKings
In an unlikely pairing, Haleon’s Tums and sports betting platform DraftKings have come together to launch Tums Prop Bites, which encourages fans to pick which foods are most popular across the country in the lead up to the Super Bowl.
The winners of this free-to-play competition, which earned its name from a play on “prop bets,” are eligible to win a share of $10,000.
Tums Prop Bites was supported by a live event during the weekend of the Super Bowl at the Tums Prop Bites Food Casino at Circa Stadium Swim on February 9.
Additionally, Tums announced in a press release that it also partnered with GoPuff to deliver free Tums to those who order through TumsHalftimeHeroes.com while supplies last.
Sleep Number
In addition to its years-long partnership with the NFL, which it reupped for an additional five years just prior to Super Bowl LVII last year, Sleep Number has a relationship with the Kansas City Chiefs, who will be competing in Super Bowl LVIII in Las Vegas on Sunday.
Ahead of the big game, Kevin Brown, EVP and chief marketing officer at Sleep Number, told MM+M that the company has been leaning further into its well-established connection with the NFL.
On Wednesday, the company presented the Crucial Catch Live event that featured a 50-minute panel discussion dedicated to prostate cancer among male patients.
Sleep Number also enlisted its lineup of star players like Dallas Cowboys quarterback Dak Prescott, Cincinnati Bengals wide receiver Ja’Marr Chase and Minnesota Vikings wide receiver Justin Jefferson to discuss the positive impact of quality sleep in media appearances on Radio Row this week.
MangoRx
In perhaps the most cheeky advertising effort related to this year’s Super Bowl, men’s health and wellness company Mangoceuticals, also known as MangoRx, announced it will offer a free, one-year supply of its Mango erectile dysfunction (ED) pills for the losing team to make sure they “still get sacked after the game.”
MangoRx added that it will offer a special discount code for ED products to fans that is equal to the game’s point difference following the end of the Super Bowl.
“Just because your team doesn’t perform on the field, doesn’t mean the fans shouldn’t be able to score. We understand the daily pressures for men that come with everyday life and the sadness that comes when your team can’t put it through the goal post,” MangoRx CEO Jonathan Arango said in a statement.
The brand also served as a marquee sponsor for multiple events and programs hosted by Barstool Sports during the week and will sponsor the company’s livestream of the game.
