For those who’re Pfizer and also you’re dedicating your first Tremendous Bowl advert to combating most cancers, how do you get the message throughout with out bringing down greater than 100 million individuals throughout the nation?

Crank up the Queen.

“One factor we’ve seen, significantly with our new company companions at Publicis, is the facility of music in artistic,” mentioned Drew Panayiotou, Pfizer’s world CMO. “The dedication of docs and researchers in treating sufferers and combating most cancers, one thing they typically have is that this perseverance—this ‘Don’t cease me, I’m going to maintain going and discover a treatment”—and so the music is a good illustration of that.”

Pfizer and its artistic companions at Publicis Conseil and LeTruc/Publicis NY produced a 60-second advert airing within the third quarter of Tremendous Bowl 58 that picks up Queen’s “Don’t Cease Me Now” and makes use of it to reanimate the historical past of science. These depicted within the portraits, sculptures, work, journal covers, sepia-toned images and museum displays that start lip syncing to Freddie Mercury embrace:

• Sir Isaac Newton
• Archimedes
• Rembrandt van Rijn’s The Anatomy Lesson of Dr. Nicolaes Tulp
• Pfizer founders Charles Pfizer and Charles F. Erhart
• Rosalind Franklin
• Copernicus
• Marie Maynard Daly
• Hippocrates
• Mary Somerville
• Galileo
• Daniel Gabriel Fahrenheit
• Albert Einstein
• Dr. Katalin Karikó

If “Don’t Cease Me Now” might survive a zombie apocalypse, a season of American Idol and use in almond milk, make-up and Amazon 2019 Tremendous Bowl adverts, certainly it might assist viewers get to scenes of a kid’s profitable most cancers therapy—and the immediate for Pfizer’s LetsOutdoCancer.com website. When Pfizer examined the advert with audiences, it landed within the high 25% of all Tremendous Bowl adverts aired since 2020 and High 5 of 1,400 comparable pharmaceutical adverts.

“[As] individuals discovered the story and went via our digital experiences, they mentioned it offers them hope that we are going to discover a therapy for most cancers,” Panayiotou mentioned. “Individuals mentioned, ‘We now know this is essential for Pfizer’…and that’s why you go to the Tremendous Bowl, to have individuals perceive what the corporate is about and its future, and why it issues to them.”