Twenty years after starting a multiyear
campaign positioning Apple Macs as more versatile than PCs, Justin Long (the Mac) and John Hodgman (the PC) are back together, this time
representing respectively Novo Nordisk’s original GLP-1, Ozempic, vs. “other GLP-1 products for type 2 diabetes.”
Those products include both Eli Lilly’s Mounjaro and
compounded versions of Ozempic’s semaglutide ingredient that aren’t FDA-approved.
The campaign, titled “There’s Only One Ozempic,” comes in the wake of Novo
Nordisk’s combined GLP-1 portfolio, including its weight loss med Wegovy losing market share to Lilly’s combo of Mounjaro and Zepbound.
Ads in the new campaign begin with a
“There’s only one Ozempic” jingle, which like the earlier infectious “O-O-O Ozempic” earworm, is set to the tune of Pilot’s 1970s hit “Magic.”
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In one
spot, centered around a watercooler “chat,” Long notes that he (Ozempic) is “FDA-approved to lower the risk of worsening chronic kidney disease,” causing Hodgman to spit up
his water and admit that “I’m not FDA-approved to do that.”
Five “commercial episodes” are being launched to start, Novo Nordisk tells Marketing Daily,
with new content slated for the rest of 2026 “at minimum” and “the potential to extend beyond that time. The episodic format keeps content fresh, engaging, and evolving over
time.”
You can expect future ads to tout other Ozempic exclusive benefits like being the “only FDA-approved GLP-1 that improves blood sugar along with diet and exercise, and
reduces the risk of major cardiovascular events.”
The new ads are running on connected TV, social and digital in lengths including :06, :15, :45 and three minute-plus.
There’s also streaming audio and in-office materials.
The paid media in particular is being used to reach Ozempic’s target audience of older adults who are at greater risk of
having or developing type 2 diabetes, the pharma firm says, with the TV campaign “part of a larger cohesive strategy, including earned and controlled media, to educate patients and reinforce
information about Ozempic.”
“We are taking an entirely fresh approach by speaking directly to the audience” with “a human-centered, patient-focused
approach,” the brand says.
“There’s Only One Ozempic,” Novo Nordisk explains, addresses a common misconception: "While Ozempic® is a widely
recognized brand, many people may not realize its specific, FDA-approved indications.”
In social media posts, like this one on
Facebook, Novo Nordisk further explains the initiative: “A familiar duo is back, and with a purpose. Using humor, real-life moments, and clear information, we want to help people with type 2
diabetes feel informed and confident when talking with their healthcare team. Not all GLP-1 medicines are the same. By highlighting the differences in FDA-approved uses and sharing both the benefits
and risks for a GLP-1 treatment option, we hope to move beyond awareness and support informed conversations about available options.”
“There’s only one Ozempic” was
created by Novo Nordisk in partnership with Rogue Producer, with BGB Group handling project management and partner execution, WPP’s Burson social content execution, Starpower securing the
celebrity talent, and WPP’s CMI Media Group the media buying.
For those keeping score, the Long/Hodgman Apple campaign in the 2000s was created by TBWA, now part of Omnicom.