Pop icon and actor Nick Jonas is burnin’ up for Dexcom’s new continuous glucose monitoring system in the company’s upcoming Super Bowl ad.
Dexcom announced this week that Jonas, who has type 1 diabetes and has been a paid spokesperson for the company since 2015, will headline its commercial during Super Bowl LVII Sunday night to promote its Dexcom G7 CGM system.
Jonas is bringing not only his star power and vocal talents but also a little bit of magic to support the new device.
In the 30-second ad, Jonas says the G7 is the “next big thing,” noting that it doesn’t require fingersticks, shows a person’s glucose levels, projects where they are going and tracks a person’s success managing their diabetes. Then, he vanishes in a cloud of smoke.
The company said G7 is effective in lowering A1C and will be available nationwide starting February 17.
This is the third consecutive year Jonas is starring in a Super Bowl commercial, having starred in an ad promoting the Toyota Tundra last year. Of course, diabetes is a much more personal cause for Jonas, who also starred in a Dexcom ad that ran during Super Bowl week in 2021.
Notably, Jonas co-founded Beyond Type 1, a diabetes advocacy and research organization, in 2015 and continues to serve on its board of directors.
Diabetes is a significant domestic health concern as 37.3 million Americans have the health condition, yet less than 20% know they have it, according to the Centers for Disease Control and Prevention.
Given rising obesity rates, especially among children, the issue is likely to get worse in the coming years.
A recent study projected that diabetes diagnoses in young people is set to increase by up to 700% over the next four decades. This comes amid renewed worries around the access to diabetes products as drugs like Wegovy and Ozempic, which have experienced shortages due to their off-label use for weight loss.
Considering the Dexcom Super Bowl spot, it’s worth noting that the Jonas Brothers are no strangers to the world of medical marketing.
Over the summer, Merz Aesthetics enlisted Joe Jonas to serve as the face of its Beauty of Your Terms campaign to support its anti-wrinkle injection, Xeomin. The company stated that Jonas was selected to lead the effort due to his appeal across different demographics, specifically men and women in their 20s and 30s.
