Direct-to-consumer (DTC) advertising once again took center stage during the Super Bowl. This year, four commercials aired that were directly related to prescription drugs or diagnostic testing—an increasing trend as pharmaceutical companies seek to make big, cultural-impact moments out of major live events.
Historically, drug manufacturers have not heavily invested in Super Bowl advertising. That appears to be changing, as companies recognize the power of this massive national platform to reach both patients and healthcare providers simultaneously.
Novartis led the way with another highly creative disease-education ad—this time focused on prostate cancer screening. Last year, the company ran a widely discussed breast cancer awareness spot. This year’s commercial cleverly played on the concept of “tight ends,” featuring NFL stars Rob Gronkowski, Tony Gonzalez, and George Kittle in relaxed settings. The message: men do not need to fear prostate cancer testing because today’s screening can be done with a simple blood test rather than a digital rectal exam.
Even under rising regulatory pressure, pharma is doubling down on the Super Bowl as a must-have DTC stage.
The second ad came from TG Therapeutics and featured actress Christina Applegate, who has lived with multiple sclerosis (MS) for years. In her characteristically candid style, she bluntly stated that “having MS sucks.” The ad directs viewers to a platform where Applegate will share more content about living with MS, while also raising awareness of TG Therapeutics’ treatment, Briumvi, which is designed to slow disease progression. Applegate has long been open about her MS journey, which has profoundly affected both her career and personal life.
The third ad spotlighted Ro, with tennis legend Serena Williams promoting weight loss using a GLP-1 medication available through the company. Williams has been a compelling spokesperson for a range of brands, and this commercial was particularly well executed and persuasive. Ro markets branded medications directly to consumers while also providing ongoing clinical support through its membership model.
The fourth ad promoted Wegovy, Novo Nordisk’s newly launched weight loss pill. The tone was lighthearted and star-studded, featuring celebrities such as Kenan Thompson, John C. Reilly, and Danny Trejo. Given that the pill only became available in January, the spot functioned largely as an announcement to build awareness.
This is a critical moment for Novo Nordisk, as it currently has a limited window to dominate the emerging oral weight loss market before Eli Lilly introduces its own pill version of Zepbound later this year. Novo Nordisk had also faced potential competition from Hims & Hers, but legal pressure and FDA warnings prompted that company to withdraw its lower-cost alternative.
Overall, it is encouraging to see pharmaceutical companies continue to embrace television advertising—even amid growing regulatory scrutiny. The FDA has signaled its intent to make branded DTC ads more difficult to execute by flagging more commercials as non-compliant and by reconsidering rules that currently allow abbreviated risk disclosures in 60-second spots. While the regulatory landscape remains uncertain, it is clear that drug makers are committed to maintaining their presence in major broadcast advertising.
