Micah Jonah
February 7, 2026
Pharmaceutical companies are going all out to reach millions of viewers during Sunday’s Super Bowl, with high-profile ads promoting the latest weight-loss drugs, including Novo Nordisk’s new Wegovy pill.
Novo Nordisk’s 90-second spot features comedian Kenan Thompson alongside music producer DJ Khaled, humorously highlighting how the pill can help people manage obesity just like everyday tasks, from parallel parking to rescuing kittens.
Telehealth company Ro will feature tennis star Serena Williams in its first Super Bowl commercial, while Hims & Hers Health showcases rapper Common, emphasizing that luxury therapies for the wealthy can now be more accessible to everyday consumers.
Industry analysts say this marks a broader push towards direct-to-consumer marketing for the new GLP-1 weight-loss pills. Eli Lilly, another major player, plans to advertise its oral weight-loss offering, Zepbound, during NBC’s pre-game show and on the Peacock streaming platform.
A 30-second advertising slot during this year’s Super Bowl costs up to $10 million, reflecting the event’s unmatched reach, with Nielsen projecting some 130 million viewers. Analysts say such visibility boosts brand recognition and drives strong demand for the pills, which are now available at prices starting from $49 to $149.
Experts note that this marketing strategy, combined with competitive pricing, is rapidly expanding the consumer base for these medications, setting a new precedent in the U.S. pharmaceutical market.
