Five Things You May Have Missed in the Novartis ‘Your Attention Please’ Super Bowl Ad
Let’s delve into my five observations from the Novartis Super Bowl ad on breast cancer, titled “Your Attention Please” that may have passed you by on first look.
The Novartis Super Bowl Ad was a masterstroke in marketing
The Novartis ad was less about promoting a product and more about generating an emotional response. It was a brilliant strategy to capture audience attention and generate discussions. As a breast cancer survivor and an advocate for awareness, I understand the power of communication and this ad was a stunner in this regard.
Navigating the Fine Line
Dealing with a sensitive topic like cancer can be challenging for advertisers. The Novartis “Your Attention Please” campaign walked a fine line without falling into the pitfalls of insensitivity (some would disagree), which in itself was a victory in my mind. It made the audience sit up, pay attention and converse about the place of such advertisements – and by extension the topic of cancer – in popular media.
A Giant Leap for Inclusivity
Often, breast cancer survivors like myself are not adequately represented in most media campaigns. This ad, and the fact Eli Lilly spent massive ad dollars on a breast cancer-focused ad at the Grammys is in my opinion, a big statement in terms of inclusivity. It reminded me of the response from Andies Swim to my questions about depicting the breast cancer community in their marketing.
Crucial Conversations
Whether the ad was liked or not, it stirred conversations. It triggered discussions on not just the contents of the ad, but on broader topics like cancer, treatment, and survivorship. Even in the instance of backlash, it got people talking about cancer, a topic often avoided or whispered about.
A Reminder to Pay Attention
The metaphorical last-minute winning point field goal was the reminder by to pay attention – to our bodies, to our health, and to our loved ones. As someone who spotted the signs through a diagnostic mammogram, I can’t stress enough how crucial it is to be aware and alert and to get screened.
In conclusion, whether we like it or not, the Novartis ad achieved one crucial thing – cancer was a prime-time topic at the Super Bowl. Brace yourself as you navigate through the responses – mine included – because, considering the nature of the subject, emotions are running high. However, I hope these pointers give you a fresh perspective and have you think about the ad in a new light.
