Each year the Super Bowl brings a wave of creative advertising campaigns designed to shock you, warm your heart or move you to action. What was once reserved for large consumer brands like Doritos, Mountain Dew and Budweiser has quickly become center stage for health care. From pharmaceutical giants like Lily and Pfizer to consumer telehealth brands including Hims & Hers, health care is using the platform to raise awareness and engage consumers.
Super Bowl LIX (2025) attracted a record 127.7 million US viewers, the highest in event history. But the opportunity to reach millions is not for the faint of heart. In 2026, securing a 30‑second spot carries an $8M price tag, which breaks down to roughly $266,666 per second. For most small and mid-sized organizations, that cost puts Super Bowl advertising out of reach.
Still, for those who can afford it, experts view Super Bowl advertising as a worthy investment due to the massive, captive audience.
Health-care Advertising Trends
For the health-care industry, creative storytelling offers a powerful way to lean into public-health messaging with emotional impact. We have seen a rise in consumer-focused advertising that goes beyond “product” marketing to raise awareness and empower patients.
Past campaigns have tackled:
- Income inequality and health disparities (Hims & Hers)
- Cancer awareness (Novartis, Pfizer)
- Chronic disease detection (Boehringer Ingelheim)
Beyond the Game
When crafting an ad, creativity and entertainment matter, but storytelling alone will not drive results. Neither will a one-time commercial spot. In a four-year study of Super Bowl ads by market research firm, System1, one in five viewers couldn’t recall the brand behind the ad, underscoring the importance of ongoing messaging to strengthen awareness and recall.
Most campaigns begin well before the game and are supported by teaser campaigns, digital amplification, traditional advertising and social media extensions that continue after the final whistle. Celebrity endorsements can also help personalize the message and improve recall.
Familiar faces during this year’s game include:
- Serena Williams (athlete): Ro, GLP‑1
- Octavia Spencer and Sofia Vergara (actors): Boehringer Ingelheim, kidney health awareness
- Tony Gonzalez and Delanie Walker (athletes): Novartis, prostate cancer awareness
- Common (rapper/actor): Hims & Hers, health-care disparities
As health care continues to claim space on the biggest advertising stage of the year, brands willing to invest in smart storytelling and sustained engagement have a unique opportunity to shape conversations that extend far beyond game day.
Notable Health-care Examples
