Novartis Launches Prostate Cancer Awareness Campaign at Super Bowl LX

Novartis, the Official Pharmaceutical Partner of the NFL, launched its "Relax, it's a blood test" national prostate cancer awareness initiative at Super Bowl LX with an experiential booth and television commercial. The campaign ranked as the seventh best-performing ad of the game with a HarrisX Ad Index score of 83.8 out of 100.

The pharmaceutical company deployed the "Relax Your Tight End" booth at the Super Bowl LX Experience at San Francisco's Moscone Center, which ran Feb. 3-7. With the goal of making cancer screening feel less intimidating and more actionable, Novartis encouraged attendees to take a rest in one of six Relax Pods, which were MetroNaps EnergyPods. The booth also featured a paint-by-numbers wall of a mountain scenery depicting former NFL tight end Rob Gronkowski riding a horse, where attendees could add their touch.

The company aired its "Relax, it's a blood test" commercial during Super Bowl LX, featuring several current and former NFL tight ends. The HarrisX Super Bowl Ad Ranking described it as a humor-led public health message encouraging prostate cancer screening.

The HarrisX Super Bowl Ad Ranking was based on a nationally representative study of more than 9,700 U.S. adults. Each ad was assessed individually by more than 500 respondents across eight core advertising metrics, including appeal, believability, clarity, memorability, likelihood to share, comparability to other TV ads, impact on the advertiser's reputation, and the ad's specific call to action. Performance across these measures is combined into a composite score, which is then indexed using a proprietary methodology to produce a 0–100 HarrisX Ad Index score.

Nearly 138 million Americans tuned in to Super Bowl LX, making it the most-watched moment in U.S. television history and the biggest night for advertisers competing for attention and impact.