GLP-1 Brands Enter Their Super Bowl Era

Twelve p.c of American adults are actually utilizing GLP-1, with U.S. sufferers spending $40 billion on appetite-suppressing medicine in 2024—a determine that’s projected to triple by 2030, in accordance with Grand View Analysis.

At this 12 months’s Tremendous Bowl, GLP-1 manufacturers are seizing on that demand by battling for model consciousness. Every spent upwards of $10 million on 30 and 60-second commercials designed to lift consciousness of the remedy and sort out the stigma round it.

Zepbound maker Eli Lilly hedged its bets on a pre-game spot.

Elsewhere, its largest rival, Novo Nordisk, which makes Wegovy and Mounjaro, spent its promoting {dollars} on an in-game advert that includes DJ Kahled and John C. Reilly, amongst a bevy of different celebrities.

Telehealthcare supplier Ro, in the meantime, tapped Serena Williams to entrance its Massive Recreation advert. Elsewhere, Hims and Hers returned for the second 12 months, flicking on the blockbuster medicine with out explicitly that includes them.

As these manufacturers put together for a GLP-1 bowl all of their very own, ADWEEK has rounded up the advertisements they’re airing on Tremendous Bowl Sunday.

Hims & Hers says it’s Unfair Wealthy Individuals Stay Longer

Hims & Hers returned to the Tremendous Bowl in the course of the fourth quarter this 12 months with a “hard-hitting and unconventional” message spotlighting America’s wealth and well being hole.

“Rich people live longer,” the advert’s voiceover, delivered by Grammy and Academy Award-winning artist Widespread, said bluntly in its opening moments.

The nationwide spot leaned into surrealism to make its level: In a single scene, surgeons pull again the pores and skin on a seemingly prosperous older individual’s face, as if tightening it. Elsewhere, a wealthy-looking determine blasts off into area.

This artistic course didn’t point out the GLP-1s that Him and Hers sells, marking an evolution from the model’s Tremendous Bowl 59 look. Final 12 months’s advert centered closely on the model offering entry to compounded GLP-1 weight-loss medicine, prompting a backlash and debate round telehealth advertising and the boundaries of pharmaceutical promoting.

Novo Nordisk Pushes Wegovy Tablet