• by Fern Siegel , 6 hours ago

Novartis is using the Super Bowl to alert men to a critical health issue: screenings for prostate cancer.

The pharma brand is debuting "Relax Your Tight End"  to prioritize early detection and the ease of testing.

To send that message, it enlisted current tight ends George Kittle (San Francisco 49ers) and Colby Parkinson (Los Angeles Rams), along with NFL stars Rob Gronkowski (Tampa Bay Buccaneers), Greg Olsen (Carolina Panthers), Tony Gonzalez (Atlanta Falcons), Delanie Walker (Tennessee Titans), and Vernon Davis (San Francisco 49ers).

Each athlete brings a personal connection to the disease. NFL Coach Bruce Arians, who had prostate cancer, is also featured.

The 60-second spot launches during the second half of Super Bowl LX and includes details of the athletes' real lives. “Relax, it’s a blood test” addresses the anxieties and misconceptions that cause men to avoid screenings. One in eight will face prostate cancer this year, the second-leading cause of cancer deaths for men.

Creative was led by Fallon, Publicis N2 handled media, Bespoke Sports & Entertainment activation. Digitas Health and the Publicis Groupe supplied additional talent and resources.

Victor Bultó, president, U.S., Novartis, said: “Early detection of prostate cancer can make a meaningful difference in outcomes, but the fear of a potentially uncomfortable exam causes many of us to avoid making an appointment. By teaming up with the NFL, we’re empowering men nationwide to take the first step toward proactive risk assessments and screening a simple blood test.”