A provocative:15 Super Bowl ad teaser starts by focusing on the breasts of cheerleaders, moves on to the breasts of New Orleans revelers and then to those of actress/singer Hailee Steinfeld -- while the song “I see you looking, looking at me” plays.
After a quick cut-in of actress/comedian Wanda Sykes, Steinfeld exclaims, “Let’s give breasts the attention they deserve most.”
Viewers are then directed to YourAttentionPlease.com, the hub of an ambitious new awareness campaign from pharma firm Novartis, making its Super Bowl debut.
The spot is “an attention-grabbing call to prioritize breast health,” Novartis declares, noting that the Super Bowl is expected to reach 47.2 million women.
The campaign is designed both to educate women of all ages about breast cancer and drive screenings for those over 40, or even younger if there’s a family history.
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Indeed, Steinfeld is only 26 years old, but notes in a press statement that "We all play a role in encouraging women to prioritize their breast health, whether you're of screening age or not, and should make it a priority to discuss the steps we can all take to better understand our risk factors with our doctors, friends, family and community."
Steinfeld is also engaged to Josh Allen, star quarterback of the Super Bowl runner-up team Buffalo Bills.
Sykes, meanwhile, is a Black breast cancer survivor, and Novartis points out that Black women have a higher rate of late diagnoses than their white counterparts. Sykes was 47 years old when she was diagnosed.
In addition to the celebs, the “Your Attention, Please” campaign has teamed with four nonprofit advocacy groups, which are featured on the website: Susan G. Komen, Living Beyond Breast Cancer, TOUCH (The Black Breast Cancer Alliance) and Breastcancer.org.
Novartis notes that these advocacy groups and others are “partnering to advance state and federal legislation that would help ensure affordable access to critical breast imaging.”
Novartis, of course, has several brands that help fight breast cancer. These include the recently launched Kisqali, as well as Afinitor and Piqray.