Female artists, including Beyoncé, Taylor Swift, Billie Eilish, Charli XCX, Chappell Roan and Sabrina Carpenter, will be under the spotlights of the Grammy Awards 2025 Sunday February 2. In the midst of this celebration of female talents, Eli Lilly seeks to reach women with an urgent message on early detection of breast cancer.
The Pharmaceutical Company will broadcast an ad during the 67th annual Grammy prices which encourages viewers to check the signs of breast cancer and to ask for help from their doctor. Lilly hopes to reveal that there is hope in a cancer diagnosis when early detection will take place.
“Hands”, created by the agency Wieden + Kennedy Portland, follows a woman through her daily life by emphasizing her hands. She plays the piano, holds her hand with her partner, works in the garden, soothes her child, dresses, takes off an orange and makes art.
Towards the end of the film, she discovered a bump in her breast which leads her to a cancer screening meeting.
The announcement says to viewers: “The most powerful way to fight cancer is in your hands. Most cancers are curable when captured early. »»
Lina Polimeni, corporate brand director at Lilly, told Adweek that if raising cancer awareness is high, more public education on early detection and cancer processing options are necessary.
“There is so much more than a woman can take charge, literally,” said Polimeni. “The first projections allow more property, a better prognosis and more hope against years ago.”
On the pharmaceutical market, Lilly faces Novartis with his first treatments against breast cancer. Lilly has the drug Verzenio, while Kisqali de Novartis was recently Green-broken by the FDA.
A week after the beginnings of Lilly in Grammys, Novartis will broadcast a Super Bowl advertisement With Hailee Steinfeld to draw attention to early detection of breast cancer. A spokesperson for Lilly refused to say if the company was also advertising during the Super Bowl.
About a month after his advertising on Grammys, Lilly will also organize experientated activations to “make sure that health screening reach people in real life,” said Polimeni.
Build a brand with “humanity”
Since 2021Lilly focused on creating a business brand that has an emotional link with consumers.
“All pharmaceutical companies are centered on the patient, but the difference in Lilly is humanity,” said Polimeni. “Our effort is to create the Lilly brand in the eyes and the heart of the general population.”
Under his “Get Better” platform, Lilly published advertisements focused on specific diseases that have tried to “redirect the conversation to health” during the great moments of marquee, by Polimeni.
For example, during the 2024 Oscars, Lilly broadcast his commercial “big night”, “ This retaliated to those who abuse weight loss drugs for “vanity”. The company manufactures the Zepbound weight loss medication.
Lilly and Wieden + Kennedy also defended health During the Paris 2024 Olympic Games with advertising advertising athletes.
After the Grammys, Polimeni said that Lilly will continue to “make the brand” evolve “with Wieden + Kennedy, as well as to take advantage of its partnerships with influential figures such as the star of the WNBA Caitlin Clark.
Earlier this year, Eli Lilly named R / GA To manage his social media account and work on brands such as Zepbound and Mounjaro.
