Hologic Inc., a medical tech company focused on improving women’s health, is running a 30-second national spot for its Super Bowl debut. The company did not provide agency details about the ad, which is slated to run in the first half of the game.

While creative details are also sparse, the commercial is intended to highlight women’s health through an emphasis on early detection and treatment. It was created by a female-led team and the brand hinted at the inclusion of A-list talent.

This not only is Hologic’s first Super Bowl effort but also its first time advertising to consumers. The brand will also advertise in the 2022 Winter Olympics as it hopes to reach the widest possible audience. 

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Although the Super Bowl is often used for entertaining and humorous ads, some brands opt for more serious messaging, a trend that became more popular during last year’s game amid the pandemic. For example, employment website Indeed ran a spot intended to bring hope to millions of Americans who lost their jobs, while Bass Pro Shops and Cabela’s focused on reconnecting with nature after a year of lockdowns.

Health messaging, in particular, has seen a boost during the pandemic. During last year’s game, Nick Jonas starred in an ad for Dexcom, a glucose monitoring system for people with diabetes, which made its Super Bowl debut along with men's soap brand Dr. Squatch.

For its spot, Hologic is hoping to emphasize women’s health as a priority after it saw a drop in women keeping up with their annual health screenings. After the Super Bowl, Hologic’s spot will run in 10 local markets from Feb. 13-20. It is part of a larger “Well-Woman” campaign that will include an educational website on diagnostic screenings.

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