Wegovy heads to Super Bowl with significant advertising to encourage weight loss

Wegovy, a weight-loss drug that helps people lose weight, is gearing up for its first appearance in the Super Bowl.

Novo Nordisk, the drug’s manufacturer, bought enough ad time from NBC to run a 90-second commercial in the third quarter of the game, which is expected to air on Sunday, February 8. Additionally, the company has brought in a broad team of familiar faces – Kenan Thompson, DJ Khaled, Danielle Brooks, Ana Gasteyer, John C. Reilly and Danny Trejo – in an effort to appeal to many different viewers who will likely be among the tens of millions watching the Big Game.

“We chose to be at the big game because it gives us a rare opportunity to speak to so many people
one time – to cut through the clutter and start honest conversations about weight for people who want them
to take a step towards better health.” says Ed Cinca, senior vice president, marketing and patient solutions at Novo Nordisk.

Novo Nordisk is banking so much on its Super Bowl appearance because it is touting Wegovy tablets that can be taken once a day, rather than the injectable format for which the drug is better known. The drug manufacturer is offering the pill as the weight-loss drug market is booming. Two telehealth providers, Ro and Hims & Hers, will be at the Super Bowl this weekend to discuss the benefits of using their services to access such medications.

But Novo’s introduction of the pill could be a bigger announcement. Experts believe that making the drug available as an oral medication could spark even more interest among consumers, some of whom may be reluctant to inject themselves. As prices for Wegovy and similar drugs continue to fall, a pill launch could spur new purchasing volume. Novo Nordisk said earlier this week that it expected revenue and operating profit to decline in 2026. Hims & Hers said it was launching a copycat version that would cost significantly less, although Novo’s CEO said the discount drugs wouldn’t be as easily absorbed.

Part of the reason the ad is so long — most revealed so far are only 30 or 60 seconds — is the mandate that pharmaceutical commercials disclose possible side effects. But another is to showcase the spot’s diverse cast. The advert starts with Kenan Thompson, quickly followed by scenes of the other cast members, with many of them sharing several scenes. “Great news America!” Thompson shouts from the top of a water tower. “Wegovy now comes in a pill.”