Pfizer in Super Bowl: The Super Game Strategy
Case
HERE'S TO SCIENCE - SUPER BOWL LVIII (US)
Pfizer debuts as an advertiser at Super Bowl by showing its role in the history of science
Brief Description
For the first time, Pfizer stepped onto the big stage of Super Bowl LVIII on February 2024 with a captivating commercial titled “Here’s to Science.” This 60-second ad, with an extended 90-second version available online, aimed to achieve several goals through its strategic approach and creative execution.
The Super Bowl, known for its high-stakes football game, holds an unexpected champion: the commercial breaks. These breaks are no longer mere intermissions but events in themselves.
With an audience often exceeding 100 million viewers, the Super Bowl offers brands a unique opportunity to reach a massive and diverse demographic.
Companies are willing to pay millions for a 30-second slot, understanding that the cultural impact and conversation generated around these ads can extend far beyond the game itself.
This unique blend of captive audience, cultural significance, and high production value has transformed Super Bowl commercials into a cultural phenomenon, rivaling the game’s anticipation and discussion.
Strategy
Pfizer’s primary objective was to reframe the company’s public perception. By showcasing their longstanding commitment to scientific innovation, the idea was to cultivate a sense of trust and appreciation for their contributions to human health.
Additionally, the ad aimed to bolster brand awareness and position Pfizer as a leader in the fight against various diseases, most notably cancer.
Creative
The ad takes a unique approach by blending science, history, and music to deliver its message. We see historical figures like Galileo, Isaac Newton, Albert Einstein, and Pfizer’s founders brought to life through animation and seamlessly integrated into historical paintings and photographs.
The unexpected twist comes when these figures begin lip-syncing to Queen’s iconic anthem, “Don’t Stop Me Now.” This playful and unexpected choice injects a sense of humor and relatability into the ad, making it stand out in the crowded Super Bowl ad space.
In a step towards recognizing historically underrepresented figures, Pfizer’s ad also showcases important women scientists. This includes Rosalind Franklin, known for her role in deciphering DNA’s structure, as well as 19th-century scientist Mary Somerville and the groundbreaking Black biochemist Marie Maynard Daly.
The ad also features a scene in a women’s medical school and touches on Pfizer’s contributions to the mass production of penicillin and the creation of vaccines against COVID-19. Katalin Karikó, who won the Nobel Prize in Physiology or Medicine for work on mRNA, features toward the end of the ad.
The ad culminates with a powerful message: “Here’s to science. Here’s to the next fight. Learn more at letsoutdocancer.com.” This final call to action directs viewers to a dedicated website focused on Pfizer’s ongoing cancer research and treatment efforts.
The creative minds behind “Here’s to Science” belong to McCann New York, a renowned advertising agency with a long history of producing impactful campaigns. The agency partnered with production company MJZ to bring the ad to life with cutting-edge animation techniques.
Repercussion
“Here’s to Science” garnered significant public attention during the Super Bowl and sparked conversations about the importance of scientific progress and collaboration in overcoming global health challenges.
It’s important to note that while the ad was widely praised for its creativity and message, it also faced some criticism, particularly regarding portraying complex scientific advancements in a simplified and potentially misleading manner.
The Wall Street Journal reported that securing a 30-second slot during the Super Bowl cost companies roughly $7 million this year, excluding the additional expense of producing the ad itself. This raises questions about the potential total cost for Pfizer, considering they laid off several employees in 2023 and 2024.
Nonetheless, Pfizer’s Super Bowl debut undoubtedly left a mark, successfully generating discussion and raising awareness about its role in the scientific landscape.