Twelve p.c of American adults at the moment are utilizing GLP-1, with U.S. sufferers spending $40 billion on appetite-suppressing medication in 2024—a determine that’s projected to triple by 2030, in keeping with Grand View Analysis.
At this yr’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 boost consciousness of the treatment and sort out the stigma round it.
Zepbound maker Eli Lilly hedged its bets on a pre-game spot.
Elsewhere, its greatest 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 Huge Recreation advert. Elsewhere, Hims and Hers returned for the second yr, flicking on the blockbuster medication 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 through the fourth quarter this yr 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 Frequent, acknowledged 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 particular person’s face, as if tightening it. Elsewhere, a wealthy-looking determine blasts off into house.
This inventive 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 yr’s advert centered closely on the model offering entry to compounded GLP-1 weight-loss medication, prompting a backlash and debate round telehealth advertising and the boundaries of pharmaceutical promoting.
