Watch Pfizer’s Super Bowl ad showing a patient’s cancer-fighting story

Pfizer is again shining a spotlight on its oncology treatments with its second consecutive Super Bowl ad, a 60-second commercial that will air in the first quarter of the game on Sunday. The ad begins with a young boy in a hospital bed watching announcer Michael Buffer on TV. When Buffer says, “Let’s get ready to rumble,” the boy is shown in a dreamlike sequence ringing the hospital bell to let the world know he has beaten cancer. Dressed as a boxer, he then takes a victory lap with his supporters. “Pfizer is fighting for 8 cancer breakthroughs by 2030,” reads text near the end of the spot, which then directs viewers to PfizerForAll.com. The ad is set to LL Cool J’s “Mama Said Knock You Out” and the words “hey cancer/we’re gonna knock you out” appear on the screen about halfway through the commercial. The musician and his wife Simone Smith, who has survived cancer, are both working with Pfizer, a partnership LL Cool J promoted in an Instagram post on Thursday. Like last year, Pfizer again worked with Publicis Groupe. The brand specified Le Truc, Leo NY and Publicis Collective. In 2024, Pfizer ran a Super Bowl spot that highlighted its 175-year history of scientific breakthroughs, which have paved the way for life-saving treatment. That ad, which also featured an oncology-focused website LetsOutdoCancer.com, was set to Queen’s “Don’t Stop Me Now.” It helped boost Pfizer’s trust score and contributed to a 19% increase in audience brand perception, according to a spokeswoman who cited YouGov data. The PfizerForAll.com website debuted in August and received some 10 million page views, more than expected, last year. It offers tools for consumers looking for help with prescriptions, vaccines, or illnesses like migraines. It also has a new platform called Health Answers by Pfizer, that uses AI to provide responses to health questions. More: Wellness, weight loss drugs and the Super Bowl The pharmaceutical giant is one of a handful of health care advertisers in this year’s game, as consumers become more receptive to wellness messaging at live events such as the Super Bowl. Telehealth brand Hims & Hers will air a 60-second spot about its weight loss treatments and Novartis will run an ad promoting breast cancer awareness. Both are first-time advertisers.

Watch Pfizer’s Super Bowl ad showing a patient’s cancer-fighting story

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