Novartis to Make Super Bowl 2025 Debut with Breast Cancer Commercial

Novartis is stepping onto one of the biggest stages in American entertainment — the Super Bowl. The company has unveiled a teaser for its first-ever Super Bowl commercial, that will air during Super Bowl LIX on February 9, 2025, on FOX.

The ad features actress-comedian and breast cancer survivor Wanda Sykes alongside actress-musician and mental health advocate Hailee Steinfeld as part of the “Your Attention, Please” campaign. By leveraging one of the most-watched television events, Novartis hopes to urge more women to understand their risk and schedule screenings.

The Super Bowl attracts over 100 million viewers, with last year’s event drawing a record 123.4 million viewers, making it the most-watched US broadcast since the 1969 Moon landing, according to BBC. Super Bowl LIX’s halftime show, headlined by Kendrick Lamar with special guest SZA, could drive equally strong, if not better engagement.

Despite breast cancer being the second most common cancer among women in the US, only one in two women receive annual screenings.

To further expand outreach, Novartis has partnered with Susan G. Komen, Living Beyond Breast Cancer, TOUCH (The Black Breast Cancer Alliance) and Breastcancer.org.

The campaign also includes a dedicated website, YourAttentionPlease.com to make breast cancer risk information more accessible.

Novartis’ ad highlights Sykes’ personal experience, as she discovered her breast cancer diagnosis during a routine breast reduction procedure, emphasizing the importance of early detection. Steinfeld, an advocate for mental health awareness, is using her platform to encourage young women to take proactive steps in managing their breast health.

“As an avid football fan, I know the big game is the perfect time to remind women to know their risks, get checked regularly, and encourage others to do the same,” Sykes said in the press release. The Novartis teaser echoes the campaign’s sentiment with the catchphrase, “I see you looking, looking at me.”

While early detection leads to a survival rate exceeding 99%, barriers like misinformation, time constraints and financial hurdles persist — especially among Black women, who are more likely to be diagnosed at later stages.

Novartis has spent three decades advancing breast cancer treatments, focusing on hormone receptor-positive (HR+), HER2-negative breast cancer, the most common subtype. Last year, the FDA approved Kisqali (ribociclib) to reduce the risk of recurrence in HR+/HER2- early breast cancer.

Beyond research, Novartis is tackling health equity challenges through initiatives like “More Than Just Words,” which was launched in 2021 to improve clinical trial representation, education and advocacy.

Novartis dedicated approximately $0.47 million in Canada towards health equity initiatives last year. The company also funds patient advocacy initiatives and supports legislative efforts to improve access to essential breast imaging.