Pfizer Shines Spotlight on Oncology Advancements with Super Bowl Ad

Pfizer's Super Bowl Debut with a Message of Hope and Science

For Super Bowl LVIII, Pfizer chose to leverage its advertising spot to highlight its 175-year history and commitment to cancer research in its first corporate branding commercial. The pharmaceutical giant is no stranger to the spotlight, having spent $2.8 billion on worldwide advertising in 2022. However, this Super Bowl spot is their first corporate branding effort during the globally renowned event.

The ad, a collaboration with Publicis Conseil, Le Truc/Publicis NY, and others, utilized animated lip-syncing to showcase milestones in medical history and breakthroughs. A remarkable feature of the commercial was the singing portraits and sculptures of Pfizer's founders, Charles Pfizer and Charles Erhart, who performed their rendition of Queen’s hit song, “Don’t Stop Me Now”. This approach was a creative way of engaging viewers while educating them about the company's history and contribution to healthcare.

A New Direction in Oncology

Pfizer’s Super Bowl ad was not just about past achievements, but it also provided a glimpse into the company's vision for the future of oncology. Pfizer recently announced that it is dedicating 40% of its research and development investment toward oncology, signaling a new direction for the company. This commitment was underlined by a recent $15 million collaboration with the American Cancer Society.

The Super Bowl ad campaign also coincided with Pfizer's recent acquisition of cancer-focused biotech Seagen, and the promising results from a Phase 3 trial of Tukysa, a drug for treating patients with second-line HER2-positive metastatic breast cancer. These developments underscore Pfizer's dedication to making significant strides in cancer treatment.

Here's to Science: Celebrating Scientific Progress and Innovation

Titled 'Here's to Science', the Super Bowl ad celebrated scientific progress and innovation. It concluded with a modern-day scene of a young girl receiving cancer treatment in a hospital, highlighting the tangible impact of scientific advancements in healthcare. This powerful narrative not only engaged viewers but also underscored the importance of continued support for scientific research and innovation.

As part of the campaign, Pfizer directed viewers to LetsOutdoCancer.com, a new oncology-focused website providing information and resources about cancer. The site serves as a testament to Pfizer's commitment to empowering patients with knowledge and supporting their journey in battling the disease.

Setting a New Standard for Super Bowl Commercials

Pfizer's Super Bowl commercial stood out among other ads and set a new standard for future Super Bowl commercials. It succeeded in delivering a powerful message that celebrates scientific progress, while simultaneously raising awareness about the importance of cancer research.

As Pfizer continues to invest in oncology research and development, the impact of its Super Bowl ad extends beyond its airing, potentially influencing public perception and understanding of science, and garnering more support for scientific research and innovation.