美女免费一级视频在线观看

Novartis is bringing breast cancer awareness to Super Bowl LIX — with the help of Hailee Steinfeld and Wanda Sykes.

The Swiss pharma giant announced Tuesday that it will air its first-ever Super Bowl ad as part of the launch of its Your Attention, Please campaign.

The drugmaker teased the commercial with a 15-second promo featuring Sykes – a breast cancer survivor — at midfield, noting that everyone is often too busy to pay attention to the “important stuff” right in front of them. 

In this case, the “important stuff” is breast cancer — but viewers will have to wait for the full reveal during the game on February 9.

The multi-channel campaign is intended to raise the profile of breast cancer — which is the second most common form of cancer in the U.S. and the second leading cause of cancer death among American women — and boost annual rates of screenings.

In addition to the partnership with Steinfeld and Sykes, Novartis is collaborating on awareness efforts and advocacy events with organizations like the Susan G. Komen, Living Beyond Breast Cancer, TOUCH (The Black Breast Cancer Alliance) and Breastcancer.org.

The medical marketing push by Novartis also seeks to double down on the drugmaker’s commitment to this disease state.

The move comes just over four months after the Food and Drug Administration approved Novartis’ Kisqali (ribociclib) for treating early breast cancer.

“We are proud to build on our legacy to deliver science-backed guidance, innovative resources, and steadfast support for patients, advocates, healthcare providers, and the wider breast cancer community,” said Victor Bultó, president of U.S. at Novartis, in a statement. “By reframing the conversation and sparking a dialogue that turns attention into action, we hope to empower individuals and their loved ones in better understanding their breast health, navigating their care with confidence, and ultimately, leading to better treatment outcomes.”

In addition to airing the commercial during the largest single live TV audience of the year, Novartis is supporting Your Attention, Please with a campaign website featuring pertinent information related to breast health and risk factors.

The goal is to help patients from all backgrounds learn more about their breast health and have the resources available to them to schedule routine screenings and care appointments.

The site includes information for women over the age of 40, who have a higher risk of the disease, as well as information for women under the age of 40 so they can be proactive with their health.

For Sykes, she stated that early detection of cancer when she went in for a breast reduction procedure “saved my life” and she’s hopeful this campaign will do the same for others.

“As an avid football fan, I know the big game is the perfect time to remind women to know their risks, get checked regularly, and encourage others to do the same,” she stated.

As for Steinfeld — who is engaged to Buffalo Bills quarterback Josh Allen — her involvement in the campaign was borne out of the impact of breast cancer on the women in her life and the importance of being proactive with one’s health. 

“We all play a role in encouraging women to prioritize their breast health, whether you’re of screening age or not, and should make it a priority to discuss the steps we can all take to better understand our risk factors with our doctors, friends, family and community,” she stated.

Notably, Novartis isn’t the only health brand making its advertising debut at the big game.

Hims & Hers also announced on Tuesday morning that it would release a minute-long ad highlighting its compounded GLP-1 weight loss drug offerings.

To read a February 2025 article on Novartis’ chief marketing officer on the drugmaker’s Super Bowl ad debut, click here.