The ad, directed by Noam Muro and supported by production companies Prodigious France, PXP, Le Pac and Boogie Films, as well as post-production companies such as Le Pac and Mathematic, ostensibly was created by Pfizer Inc. It serves as a celebration of the past 175 years. Cancer became a Super Bowl-level priority for Pfizer after it acquired the cancer-focused biotechnology company Seagen and its cancer cell-killing antibody-drug conjugates for about $43 billion.
The company announced a three-year, $15 million partnership with the American Cancer Society to target breast and prostate cancer in underserved communities. Pfizer said it will double its oncology capabilities, developing 50 new programs and 27 new molecular entities, and devoting approximately 40% of its total research and development to cancer.
Pfizer’s Super Bowl ad will debut later this year, with prices starting at about $7 million for a 30-second spot, but its return on investment won’t be measured in sales. But beyond site visits, social media efforts and overall awareness, the company hopes the spot will increase the urgency around cancer across the industry.
“Great brands don’t always have other communications centered around ‘buying something,'” Panayiotou says. “Good brands create movements, and here we want to create a movement around cancer across the community.”
Even though cancer deaths in the United States have declined by 33% since the 1990s, the American Cancer Society noted that an aging and growing population is leading to an increase in overall diagnoses. These same factors will result in 28.4 million new cancer cases worldwide by 2040, and one in three women in the United States will be diagnosed with cancer in their lifetime. Become.
“The ecosystem around the person who has cancer, the whole family is affected. This affects everyone,” Panayiotou said. “That’s why the Super Bowl is so important, because if we tell people what this study has shown, which is to give people hope and belief about things that affect almost everyone, then it’s a success.” It becomes communication.”
Pfizer and the ad will be featured on CBS’s Good Morning America the Monday after the game, and the spot will air on CBS, TikTok, YouTube, Facebook and Instagram through Feb. 16.
Click here for the latest Super Bowl 58 advertising news, including contestants, eliminations, teasers, full ads, and more. Adweek’s 2024 Super Bowl Ad Tracker and the rest of our story here. Enjoy the best in-game coverage of commercials on the night of February 11th.
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