The Super Bowl is more than just a game, it’s a cultural phenomenon. Apart from the on-field action, commercials aired during the event are also an important part of the spectacle. This year, several health systems and wellness brands used the opportunity to highlight their services, impact on patients, and vision for the future.
Medical systems in the spotlight
This year’s Super Bowl commercials went beyond the usual suspects for food, beverage, and auto brands. Several health systems have aired commercials highlighting their services and the significant impact they have on patients’ lives. Rosewell Comprehensive Cancer Center, Niswonger Children’s Network and St. Jude Children’s Research Hospital were among the hospitals that received particular attention. The commercial was locally targeted and aimed to mobilize community support by highlighting the positive impact the healthcare system has on patients. For example, Rosewell Comprehensive Cancer Center highlighted the use of therapy dogs, and St. Jude University shared the heartwarming story of a young patient treated for leukemia.
Health & Wellness Brands Get in on the Action
Several health and wellness brands also had a presence during the event, including Pfizer, Astellas, Cetaphil, Dove, Power to the Patient, Tums, DraftKings, Sleep Number, and MangoRx. . Each used airtime to promote their products and services, spread empowering messages, and push for legislative action.
Pfizer, for example, announced a national advertising campaign centered around its vision for the future of oncology. Astellas Pharma promotes its menopause drug Veosa Fesolinetan, and Cetaphil’s ad cleverly blends a young girl’s skin-care ritual with her father’s game-day ritual. Dove’s ad addressed the prevalent issue of body anxiety among young girls involved in sports.
Power to the Patient has teamed up with country music stars to release a 30-second PSA urging lawmakers to pass legislation to strengthen health care price transparency. The ad, part of a larger, ongoing campaign focused on health care price transparency, aired on television and digital platforms during the Super Bowl.
Men’s Health and the Super Bowl
Phoenix, Canada’s first digital health clinic for men, made its Super Bowl debut with a 60-second ad titled “Multiple Positions.” The ad highlighted the platform’s commitment to providing convenient and discreet healthcare solutions to men across Canada and signaled the founder’s significant growth plans.
local touch
While national and international brands were in the spotlight, local businesses and healthcare providers also seized the opportunity to reach audiences. Among them was William Mattar Law Firm, which debuted his 30-second regional ads targeting upstate New York. Despite the high cost, local advertising offers a way for local businesses to reach a more specific audience.
Due to their huge reach and impact, Super Bowl commercials provide a unique platform for brands and organizations to get their messages across. The presence of so many health systems and wellness brands this year highlights the growing importance of health and well-being in our society.
