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If you’re Pfizer and you’re dedicating your first Super Bowl ad to the fight against cancer, how can you get your message across without hurting more than 100 million people across the country?
Crank up the queen.
“One of the things we’ve seen, especially with our new agency partners at Publicis, is the power of music in creativity,” said Drew Panayiotou, Global CMO at Pfizer. “The determination of doctors and researchers in treating patients and in the fight against cancer is the perseverance they often have. That is, ‘Don’t stop me, I’m going to keep going and find a cure.’ It’s about perseverance, and that’s why music is so great.” ”
Pfizer and creative partners Publicis Conseil and Lutrac/Publicis New York created a 60-second ad that will air during the third quarter of Super Bowl 58, featuring Queen’s “Don’t Stop Me Now.” ” and used it to revive the history of science. Portraits, sculptures, paintings, magazine covers, sepia-toned photographs, and museum exhibits that begin lip-syncing to Freddie Mercury include:
- sir isaac newton
- archimedes
- “The Anatomy Lessons of Dr. Nicolaes Tulp” by Rembrandt van Rijn
- Pfizer founders Charles Pfizer and Charles F. Ehrhart
- rosalind franklin
- copernicus
- marie maynard daly
- hippocrates
- mary somerville
- galileo
- Daniel Gabriel Fahrenheit
- albert einstein
- Dr. Catalin Carrico
If “Don’t Stop Me Now” survives a zombie apocalypse and a season of American Idol, and can be used in ads for almond milk, makeup, and Amazon’s 2019 Super Bowl, it’s sure to make viewers happy with the scenes of successful child cancer treatment. It will help you see. Pfizer’s prompt on his LetsOutdoCancer.com site. When Pfizer tested the ad with viewers, it ranked in the top 25% of all Super Bowl ads aired since 2020 and in the top five of 1,400 comparable drug ads.
“[As] People heard this story, experienced our digital experience, and said it gave them hope that a cure for cancer could be found,” Panayiotou said. “People said, ‘We know this is very important to Pfizer.’ … So going to the Super Bowl is about telling people what the company is and what its future is and why it’s important to them.” This is to help you understand.”
