Novartis: Relax Your Tight End
Novartis tasked Fallon with increasing prostate cancer screening rates among men. The challenge was overcoming deep-seated fear and embarrassment regarding the exam process. The client needed a campaign that would resonate with a broad male audience during the Super Bowl, moving them from avoidance to action by reframing the medical test as a simple, routine procedure.
Creative Idea
Used a football pun to turn an embarrassing medical test into a relaxed conversation.
Novartis used a humorous double entendre featuring NFL tight ends to destigmatize prostate cancer screenings, transforming the anxiety of a medical procedure into a relatable conversation about health by leveraging the physical relaxation of elite athletes.
Turning An Uncomfortable Exam Into A Game
Directing The Surreal Spa Experience
Director Eric Wareheim brought his signature surrealist aesthetic to the project, intentionally clashing the high-stakes intensity of the NFL with the absurdly tranquil atmosphere of a luxury spa. To achieve the specific visual tone, the production team utilized slow-motion cinematography and soft, warm lighting to make the players appear as though they were in a dreamlike state. The choice of Enya’s "Only Time" was a deliberate creative pivot, moving away from typical high-energy sports anthem tropes to lean into the comedic irony of the "relax" theme.
Behind The Scenes Of The Unclench
The production required precise coordination to capture the "unclenching" shots, which were filmed as tight, stylized close-ups to maintain the double entendre without crossing into inappropriate territory. Coach Bruce Arians, a prostate cancer survivor, was instrumental in grounding the humor. His involvement provided the necessary medical credibility to ensure the campaign remained an effective public health tool rather than just a viral stunt. During filming in Los Angeles, the players—including Rob Gronkowski and George Kittle—reportedly leaned into the absurdity, with the horse-brushing sequence becoming an unscripted favorite on set.
Measurable Impact On Men’s Health
The campaign’s financial commitment was significant, with $17.8 million of the total $19.8 million February spend dedicated solely to the Super Bowl spot. This investment paid off in engagement, as the ad achieved a 643 likeability score on iSpot, outperforming all other pharmaceutical advertisements during the game. Beyond the metrics, the campaign succeeded in its primary goal of destigmatization, with 30% of viewers explicitly citing the educational message as the most valuable aspect of the commercial.
Creative Strategy Deconstructed
Company
Novartis leveraged its authority in oncology to provide a simple, accessible solution for early prostate cancer detection.
Category
Healthcare advertising typically relies on clinical, sterile, or overly serious messaging that alienates the target male demographic.
Customer
Men felt anxious and embarrassed about prostate screenings, leading them to avoid necessary medical checkups entirely.
Culture
The campaign tapped into the massive cultural obsession with NFL football and the relatability of star athletes.
Company
Novartis leveraged its authority in oncology to provide a simple, accessible solution for early prostate cancer detection.
Category
Healthcare advertising typically relies on clinical, sterile, or overly serious messaging that alienates the target male demographic.
Strategy:
Use humor to disarm anxiety and normalize uncomfortable health conversations for a reluctant audience.
Customer
Men felt anxious and embarrassed about prostate screenings, leading them to avoid necessary medical checkups entirely.
Culture
The campaign tapped into the massive cultural obsession with NFL football and the relatability of star athletes.
Strategy:
Use humor to disarm anxiety and normalize uncomfortable health conversations for a reluctant audience.
Strategy Technique
Find the Missing Conversation
Prostate cancer screening is often avoided due to discomfort and embarrassment. By addressing this hidden barrier through humor, the brand claimed the conversation and made a sensitive topic approachable.
Explore Technique
Creative Technique
Wordplays
The campaign hinges entirely on the clever double meaning of 'tight end'. This linguistic play bridges the gap between NFL terminology and the physical tension associated with medical screenings.
Explore Technique
Craft Breakdown
This campaign excels by using clever copywriting and star-studded casting to disarm a sensitive, often avoided health topic with humor.
The double entendre of 'relax your tight end' perfectly bridges the football theme with the medical message.
The NFL players deliver deadpan, serene performances that make the comedic premise land beautifully.
