Weight-Loss Drug Ads Take Over the Super Bowl as Pharma Embraces Direct-to-Consumer Marketing

Pharmaceutical and telehealth companies are spending millions of dollars on celebrity-driven Super Bowl ads as competition heats up in the fast-growing weight-loss drug market. Brands behind GLP-1 weight-loss medications, including Novo Nordisk, Eli Lilly, Hims & Hers Health, and Ro, are using one of the world’s largest advertising stages to promote new pill-based treatments directly to consumers.

Novo Nordisk is rolling out a 90-second Super Bowl commercial for its newly launched Wegovy pill, featuring comedian and longtime “Saturday Night Live” star Kenan Thompson alongside music producer DJ Khaled. The ad uses humor to compare treating obesity with Wegovy to everyday conveniences, reinforcing the idea that weight-loss medication can be as routine as solving minor life problems. This marks a major push for Novo as it expands beyond injectable GLP-1 drugs into oral formulations designed to appeal to a broader audience.

Telehealth company Ro will debut its first Super Bowl ad starring tennis legend Serena Williams, while Hims & Hers Health is returning to the big game with a commercial narrated by rapper Common. Hims’ ad highlights disparities in the U.S. healthcare system, contrasting expensive, exclusive longevity treatments for the wealthy with the company’s mission to make healthcare and weight-loss solutions more accessible. The tagline “Rich People Live Longer” underscores that message.

Eli Lilly, Novo Nordisk’s main rival in the GLP-1 space, plans to advertise its weight-loss drug Zepbound during NBC’s Super Bowl pre-game show and on Peacock. Lilly is also preparing to launch its own oral weight-loss pill, expected to receive regulatory approval soon, intensifying the battle for market share.

Industry analysts say the surge in Super Bowl advertising reflects a broader shift toward direct-to-consumer pharmaceutical marketing, especially as pill versions of GLP-1 drugs reduce costs and expand access. Ads during the game can cost up to $10 million for 30 seconds, but with an estimated 130 million viewers, brands see massive potential reach and long-term brand recognition.

Novo’s Wegovy pill is already showing strong early demand in the U.S., priced at $149 through its direct-to-consumer platform. Meanwhile, Hims recently pulled a $49 compounded semaglutide pill after facing legal and regulatory pressure, highlighting the regulatory scrutiny surrounding this booming market.

Experts note that GLP-1 weight-loss drugs have become a major driver of pharmaceutical advertising spending, helping offset declines in other categories. With consumer interest surging and competition intensifying, weight-loss drug ads are likely to remain a dominant presence in major global advertising events.