The Big Game spot is a collaboration between Pfizer, Publicis Conseil, Le Truc/Publicis NY and others, a spokeswoman said.
The Super Bowl push is the first large-scale effort from Pfizer’s new agency team. Shortly after Panayiotou’s 2022 appointment, the drugmaker implemented one of last year's biggest agency reviews. That review culminated with Interpublic Group of Cos. as lead creative partner and Publicis Groupe winning business for the company’s “integrated marketing engine” in May.
Pfizer spent $2.8 billion on worldwide advertising in 2022, an increase from 2021’s $2 billion; the majority of the New York-based drug company’s spend is in the U.S., according to Ad Age’s Datacenter. While this is the company’s first corporate branding effort in the Super Bowl, Pfizer ran a 30-second ad for Advil in 2016 (a product that is now owned by Haleon).
Pfizer is not the only brand planning to highlight its heritage this Sunday. Volkswagen’s showcases the brand’s story in the U.S. over the last 75 years. The pharmaceutical company joins Astellas, which will air a 30-second spot focused on its menopause treatment product, in the health care category’s Big Game lineup.