Pfizer touts cancer efforts in first Super Bowl commercial

New York during the COVID-19 emergency.

Massimo Giachetti

Pfizer (NYSE:PFE) ran its first Super Bowl ad on Sunday, highlighting its efforts in oncology as the COVID-19 vaccine maker looks for post-pandemic growth following its recent acquisition of cancer drug maker Seagen (SGEN).

The “Here’s to Science” ad shows statues, paintings, and photos of well-known scientists and inventors, such as Sir Isaac Newton and Archimedes, singing along to Queen’s hit song, “Don’t Stop Me Now.”

The 60-second commercial marks the first time the New York-based pharma giant has leaned on the Super Bowl, a major TV event in the sporting calendar, to offer an ad.

“The Super Bowl is a wonderful platform. It’s probably the only platform in the world where you can talk to every audience that’s out there, both B2B and B2C,” said PFE’s chief marketing officer, Drew Panayiotou, in a behind-the-scenes video on the commercial.

It also pays tribute to Katalin Karikó, a Hungarian-American biochemist whose early research on messenger RNA led to COVID-19 vaccines developed by Pfizer (PFE)/ BioNTech (BNTX), and Moderna (MRNA).

After taking viewers through a quick tour of scientific history, the ad shows a link to Pfizer’s (PFE) cancer website, LetsOutdoCancer.com.

The commercial comes weeks after Pfizer (PFE) established its oncology division in January following the Seagen (SGEN) acquisition and closed 2023 with a ~42% YoY drop in revenue.

William Murphy

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