FEELS LIKE MAGIC, DEXCOM (US)
Dexcom's Super Bowl Ad: Nick Jonas and tech making diabetes control easier
Brief Description
Dexcom’s “Feels Like Magic” Super Bowl 2023 commercial highlights its G7 continuous glucose monitoring system – CGM.
Featuring pop star and Type 1 diabetes patient and advocate Nick Jonas (Jonas Brothers).
The ad playfully demonstrates how the G7 seamlessly tracks blood sugar levels in real-time, eliminating the need for finger pricks.
Jonas emphasizes the revolutionary impact of this technology, making diabetes management feel almost magical.
Why is it significant?
This ad marks a notable shift in pharmaceutical marketing. Here’s why:
Focus on User Experience: Traditionally, pharma advertising emphasizes clinical benefits. Dexcom’s approach instead highlights how its product dramatically improves the daily experience of living with diabetes. This user-centric messaging is robust and likely to resonate more deeply with consumers.
Celebrity as Relatable Advocate: Casting Nick Jonas isn’t just about star power. His connection to diabetes makes him a credible, relatable advocate for the product. This authenticity builds trust and shows that the brand understands the real-life challenges of its target audience.