Pfizer, one of the world’s leading pharmaceutical companies, has made its debut in the Super Bowl with a 60-second ad that showcases its vision and commitment to the future of oncology. The ad, titled “Here’s to Science,” features a catchy soundtrack by Queen and a series of historical figures who have contributed to the advancement of science and medicine.
Pfizer’s First Super Bowl Ad in Years
Pfizer has not advertised at the Super Bowl for a long time. Still, this year, it decided to use the biggest stage in American TV to highlight its 175th anniversary and its recent acquisition of Seagen. This biotechnology company specializes in cancer-focused antibody-drug conjugate (ADC) technology. ADCs are a type of targeted therapy that delivers potent drugs to cancer cells while sparing healthy ones.
The ad, which aired in the third quarter of the game, was created in collaboration with Publicis Conseil, LeTruc/Publicis NY, and other production and post-production agencies. It was directed by Noam Murro, who has also directed commercials for Apple, Nike, and Volkswagen.
A Tribute to the Legacy of Science and Medicine
The ad takes place in a large library, where portraits and sculptures of famous scientists and innovators come to life and lip sync to Queen’s “Don’t Stop Me Now.”. The song, which was released in 1978, is a fitting choice for the ad, as it expresses the enthusiasm and determination of the scientific community to pursue discoveries and breakthroughs.
Some of the historical figures featured in the ad include:
- Sir Isaac Newton, the father of classical mechanics and calculus
- Archimedes, the ancient Greek mathematician and engineer
- Rembrandt van Rijn, the Dutch painter who depicted the anatomy lesson of Dr. Nicolaes Tulp
- Charles Pfizer and Charles F. Erhart, the founders of Pfizer in 1849
- Rosalind Franklin, the British chemist who helped reveal the structure of DNA
- Copernicus, the Polish astronomer who proposed the heliocentric model of the solar system
- Marie Maynard Daly, the first African American woman to earn a Ph.D. in chemistry
- Hippocrates, the Greek physician who is considered the father of medicine
- Mary Somerville, the Scottish mathematician and astronomer who was the first woman to join the Royal Astronomical Society
- Galileo, the Italian physicist and astronomer who championed the scientific method
- Daniel Gabriel Fahrenheit, the German physicist who invented the thermometer
- Albert Einstein, the German-born physicist who developed the theory of relativity
- Dr. Katalin Karikó, the Hungarian-born biochemist who pioneered the mRNA technology used in Pfizer’s COVID-19 vaccine
The ad ends with a scene of a young girl who has completed her cancer treatment and a text that reads, “Here’s to science. Here’s to the next thing.” It also directs viewers to visit LetsOutdoCancer.com, which provides more information about Pfizer’s oncology research and initiatives.
A Message of Hope and Inspiration
According to Drew Panayiotou, Pfizer’s global CMO, the ad aims to convey a message of hope and inspiration to the millions of people affected by cancer and to showcase Pfizer’s dedication to finding new and better treatments for the disease.
He said that the ad tested well with audiences, ranking in the top 25% of all Super Bowl ads aired since 2020 and in the top 5 of 1,400 comparable pharmaceutical ads. He also said that the ad reflects Pfizer’s brand identity and values, especially after its role in developing and distributing the COVID-19 vaccine.
“Pfizer has always been a science-driven company, and we have a long history of innovation and discovery,” he said. “We want to celebrate that legacy and also look forward to the future, where we believe we can make a difference in the lives of patients and society.”
