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While all eyes are on the commercials set to run during Super Bowl LIX, Eli Lilly and Company opted to advertise during another widely-watched live event: the 67th Grammy Awards.

Lilly rolled out its latest 60-second TV ad during the annual music awards show on Sunday evening, spotlighting breast cancer awareness in front of the program’s largely female audience.

The spot, titled Hands, is the latest iteration of Lilly’s Get Better corporate brand campaign, which launched last year. 

The ad showcases the point-of-view of a woman who uses her hands throughout a host of daily activities, from playing piano and gardening to washing her hair in the shower. 

It then shows the woman sitting in a doctor’s office, presumably being diagnosed with breast cancer.

“The most powerful way to fight cancer is in your hands,” the spot concludes, underscoring the importance of early detection and diagnosis while emphasizing patient empowerment.

Ultimately, Hands ran in front of an audience of 15.4 million viewers, according to same-day ratings from Nielsen.

The marketing push at the Grammy’s represents yet another example of Lilly leaning into popular cultural moments to make an impression on patients.

In March, the drugmaker aired two short films on the night of the 96th Academy Awards to promote its GLP-1 drugs and challenge stigmas around obesity. 

Then, during the 2024 Paris Summer Olympics, Lilly went full press with its advertising and partnerships with Team U.S.A — specifically gold medalist gymnast Simone Biles.

For this commercial, the drugmaker decided to marshal its resources behind a serious disease state and the changing conversation around treating and living with cancer.

Lina Polimeni, chief corporate brand officer at Lilly, noted that the inspiration behind Hands was rooted in the everyday experience of regular people.

“What we try to do with every piece of creative is to depict the human experience and the lived experience of people that are struggling with these diseases,” Polimeni explained.

While many people still view cancer as a death sentence, she said Lilly wanted to underscore the significant advancements in therapies available — as well as the power of an early diagnosis for improved prognosis. 

The end goal is to encourage women to get mammograms earlier rather than wait out of fear and potentially delay much-needed care interventions.

“The inspiration was this desire to let people understand that there’s so much power in self-examination for women and there’s so much more control and hope that comes with an early diagnosis,” she said.

The breast cancer awareness effort, which was developed in partnership with agency Wieden+Kennedy, coincided with a record-breaking year for women at the Grammys.

Top honors at the awards show went to Chappell Roan, Doechii and Beyoncé — who took home her first-ever Album of the Year for Cowboy Carter.

Though Lilly couldn’t have predicted the winners, the focus on women artists provided even more reason for the company to air Hands during the Grammys. 

Polimeni said it was the right place to “reach as many women as possible” due to its audience skewing younger and more female.

“We tried to lean into [the film being] a bit different from traditional pharma ads, in the sense that we want to be where cultural conversations are,” Polimeni said.

Thus far, the ads comprising Lilly’s overarching Get Better corporate brand campaign have spurred a 57% increase in consumer trust in the brand, according to Polimeni. 

Part of the success has been focusing its messaging on disease states and medical conditions with impassioned patient populations like obesity, Alzheimer’s and atopic dermatitis.

“The most moving thing for me has been the consumer responses we’ve received,” she said. “Having been in this industry for over 20 years, usually no news is good news for pharma — but in this case, we had a lot of proactive [feedback] on how much that film hit home.”

Lilly plans to expand its scope in future ads and Polimeni hinted at experiential activations beyond video — ideally at other events with cultural significance. 

She explained that Lilly’s ambition is to evolve Get Better from a corporate brand campaign and medical conversation into a cultural one centered on health.

“We’re not talking about treatment, we’re talking about the importance of health,” Polimeni said. “We think that’s a conversation that should happen in everyday life, because health and life go hand-in-hand.”

For a February 2025 article on Eli Lilly expanding its Zepbound vial offerings, click here.