Novartis is using one of the biggest stages in sports to tackle one of the most avoided conversations in men’s health, and it’s doing it with a wink, a wordplay-laced hook, and a roster of NFL legends who know exactly how to get attention.
Created by Novartis in partnership with Fallon and directed by Eric Wareheim via PRETTYBIRD, the Super Bowl LX spot leans into a cheeky double entendre to make a serious point: prostate cancer screening starts with a simple blood test, not the invasive procedure many men fear.
Titled “Relax, it’s a blood test,” the ad plays off the phrase “tight end” to disarm viewers before delivering its core message. Prostate cancer is the most commonly diagnosed cancer among men in the U.S. and the second leading cause of cancer death.
Early detection, however, leads to a relative five-year survival rate greater than 99 percent. Despite that, Novartis says 60 percent of men still believe screening requires a digital rectal exam, causing many to delay or avoid testing altogether.
To cut through that fear, the spot assembles an unmistakably football-forward cast, including current tight ends George Kittle and Colby Parkinson, alongside legendary players Rob Gronkowski, Greg Olsen, Tony Gonzalez, Delanie Walker, and Vernon Davis. Each brings a personal connection to the cause, reinforcing Novartis’ goal of normalizing conversations around men’s health and motivating men to talk to their doctors about PSA blood tests.
Former Super Bowl-winning coach Bruce Arians also appears in the film and speaks from lived experience. Diagnosed with prostate cancer in 2007, Arians credits early detection with saving his life, underscoring the ad’s message that fear and misinformation can be far more dangerous than the test itself. Watch below:
“Novartis has a long history of tackling the toughest challenges in healthcare,” said Victor Bultö, president of Novartis U.S. “Early detection of prostate cancer can make a meaningful difference to outcomes, but the fear of a potentially uncomfortable exam causes many of us to avoid making an appointment. By teaming up with the NFL and these celebrated players, we’re empowering men nationwide to take the first step.”
By pairing irreverent humor with credible voices and real stakes, Novartis does what few health campaigns can on Super Bowl Sunday: make viewers laugh, lower defenses, and leave them with information that could genuinely save lives.
CREDITS:
BRAND: Novartis
• Chief Marketing Officer: Gail Horwood
• Executive Director: Rachel Levine
• Brand Director: Ari DeLorenzi
• Brand Director: Mark Fallick
• Marketing Director: Emily Looker
• Marketing Director: Monica Watson
• Marketing Director: Brock Park
• Strategy Director: Denise Campbell
• Planning Director: Chadi Saab
• Planning Director: Patrick Wallace
• Communications Director: Lilit Bargar
• Communications Director: Fiona Phillips
• Content Director: Leeza Dougher
• Marketing: Weina Wang
• Partnerships: Sue Seams
• Partnerships: Kristin Berlew
AGENCY: Fallon
• Chief Executive Officer: Patrick Wallace
• Chief Creative Officer: Leslie Shaffer
• Chief Creative Officer: Marcos Kotlhar
• Chief Strategy Officer: Katy Alonzo
• Executive Creative Director: Paulo Junger
• Associate Creative Director: Carlos Savage
• Art Director: Veronica Kraus
• Creative: Joe Johnson
• Creative: Justin Miller
• Creative: Jacob Van Blarcom
• Creative: Machen Davis
• Head of Production: Erin Simle
• Executive Producer: Michael Lenic
• Producer: Alex Roundtree
• Business Affairs Director: Brendan Lawrence
• Managing Director: Lauren Pulwer
• Account Director: Karli Kolbert
• Account Director: Cynthia Saad
• Account Supervisor: Dan Statile
• Program Manager: Jacklyn Romaka
AGENCY: Digitas Health
• Agency Partner
AGENCY: Discovery
• Strategy Director: Tammy Russo
• Strategy Director: Elizabeth Katta
• Account Supervisor: Tess Morrissey
AGENCY: Publicis N2
• President: Bob Kasunic
• Client Lead: Danielle Tate
• Client Lead: Kiersten Britton
• Vice President: Laurie Crowley
• Vice President: Edmund Agosto
• Social Director: Kaitlin Tambuscio
• Social Director: Pat Glowacki
• Content Producer: Erin Vogel
• Operations: Jen Richardson
• Head of Strategy: Caitlin Finn
• Chief Strategy Officer: Ali Amarsy
AGENCY: Bespoke Sports & Entertainment
• President: Greg Busch
• Talent Manager: Brooke Faw
• Account Director: Matt Jonak
• Client Lead: Sarah Groome
• Client Lead: Makenzie Ferrell
PRODUCTION COMPANY: PRETTYBIRD US
• Director: Eric Wareheim
• Director of Photography: Adam Newport-Berra
• Chief Executive Officer: Kerstin Emhoff
• President: Ali Brown
• Executive Producer: Ali Brown
• Executive Producer: Rika Osenberg
• Producer: Alex Waite
• Production Supervisor: Tyler Stubbs
• Coordinator: Craig Johnson
• Talent Consultant: KC Cuevas
• Head of Production: Rika Osenberg
POST/ VFX: Rare Medium TV
• Colourist: Mikey Rossiter
POST / VFX: Parliament
• VFX Supervisor: Philip Ineno
• Creative Director: Cynthia Lee
• Post Production: Kat Maidment
• Post Production: David Ziek
• Post Production: Rachel Greco
EDIT: WORK USA
• Editor: Stewart Reeves
• Managing Director: Erica Thompson
• Executive Producer: Alejandra Alarcon
• Head of Production: Chris Delarenal
• Producer: Samara Kelly
• Cutting Assistant: Griffin Ver Steeg
MUSIC/SOUND: Harbor
• Sound Designer: Steve Perski
• Sound Mix: Catherine Sangiovanni
• Executive Producer: Lauren Boyle
For more Super Bowl coverage, click here.
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