The Super Bowl is famous for its commercials, and this year’s lineup featured a surprising twist: healthcare ads. Companies like Novo Nordisk and Eli Lilly spent around $8 million for just 30 seconds of airtime, showcasing their drugs to an audience of over 100 million viewers.
Healthcare journalist Gary Schwitzer raised concerns about these ads, criticizing their messaging for ignoring potential risks associated with treatments. For example, the glucagon-like peptide-1 (GLP-1) drugs dominated healthcare advertising during the game. Novo Nordisk’s ad starred celebrities like Kenan Thompson and DJ Khaled, humorously discussing weight loss through their new oral medication, Wegovy. This pill, which gained FDA approval in December 2025, aims to help with weight management, though its commercial prompted some to question whether we need medication for every inconvenience in life.
Another ad featured tennis legend Serena Williams promoting Ro, a telehealth service linked with GLP-1 drugs. While she didn’t mention a specific medication, her success story of losing weight suggests Ro is more than just a service for prescriptions.
Meanwhile, Hims & Hers introduced a thought-provoking ad focusing on health equity, highlighting the disparity in access to healthcare based on wealth. The spot, titled “Rich people live longer,” mentioned how financial resources often lead to better health outcomes. It cleverly tied in the company’s offerings, advocating for accessible cancer tests and hormone treatments.
The Super Bowl also spotlighted ads targeting kidney health. Boehringer Ingelheim used humor in their campaign to promote the uACR (urine albumin-creatinine ratio) test, aimed at catching early signs of kidney disease. Their quirky ad suggested that everyone should ask their doctor about this simple test.
Finally, Novartis delivered a creative take on prostate cancer awareness, featuring a light-hearted yet poignant message about PSA screening. Through humor, they aimed to encourage men to take the test seriously.
Interestingly, while many viewers likely weren’t familiar with some of these medical terms before the game, the ads served as an unintentional health education campaign. Social media reactions indicated that viewers were both entertained and informed, with discussions on Twitter buzzing around the innovative blend of health messaging in a sports-focused event.
Overall, this year’s Super Bowl ads not only entertained but also sparked conversations about health and wellness, reflecting a changing tide in advertising strategies where healthcare takes center stage. This shift underscores the importance of making health information more accessible, especially in high-visibility environments like the Super Bowl.
For more on ad ratings, you can check out USA Today’s “ad meter.”
