Super Bowl LVIII Sees Pfizer Launch An Oncology Campaign

(CTN News) – Pfizer won the big game. the pharma giant will air a 60-second ad during the third quarter of Super Bowl LVIII.

In an advertisement set to Queen’s “Don’t Stop Me Now,” Pfizer unveils Here’s to Science, a campaign centered on the future of oncology.

In an advertisement featured in a large library, historical figures such as Isaac Newton, Copernicus, Charles Pfizer, and Charles F. Erhart are portrayed in singing portraits.

With a little pizazz, the drugmaker is celebrating its 175th anniversary. 

A variety of scientific innovations and medical milestones are mentioned in the advertisement, such as the discovery of penicillin, the influence of Marie Maynard Daly, the first African American to receive a PhD, and the appearance of Mary Somerville, Galileo, and Hippocrates.

Let’s toast to science. The ad ends with “Here’s to the next thing,” before encouraging viewers to visit LetsOutdoCancer.com.

In collaboration with Publicis Conseil, LeTruc/Publicis NY, Pfizer, etc., the ad was created. Among the production agencies were Prodigious France, PXP, Le Pac, and Boogie Films, while Le Pac and Mathematic handled the post-production.

This is the biggest American TV ad of the year, but the drugmaker has advertised at football games before – especially when Travis Kelce plays for the Kansas City Chiefs.

The two-time Super Bowl champion and Taylor Swift boyfriend starred in 30-second commercials promoting COVID-19 boosters earlier in the NFL season.

In Here’s to Science, Pfizer returns to Super Bowl advertising after a few years away. During the game, the drugmaker will air commercials alongside Astellas Pharma, Dove, and Power to the Patients.

The ad also indicates that the company is repositioning itself after years of developing and marketing COVID vaccines.

In addition to acquiring Seagen last year for $43 billion, the company has taken steps toward realizing oncology opportunities. Seagen’s antibody-drug conjugate technology is being brought into Pfizer’s fold at a critical time, given a number of its Big Pharma competitors have acquired ADC assets.

During the summer, Seagen’s Tukysa (tucatinib) drug candidate met the primary objective of a Phase 3 trial for treating patients with second-line HER2-positive metastatic breast cancer.

Oncology revenues dropped 3% in Q4 2023 to $2.9 billion, while full-year division revenues fell 4% to $11.6 billion, according to Pfizer’s most recent earnings report.

By the end of the month, Pfizer will give more details about its new Oncology Division.

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