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Super Bowl

Pharma Giant Valeant Enters the Super Bowl Fray With a Toe Fungus Ad

30-second ad for Jublia will air in the 3rd quarter

A toe treatment gets into the big game.

Interesting Super Bowl advertising news is afoot.

Valeant Pharmaceuticals International is running a 30-second spot during the big game's third quarter, Adweek has learned. The ad will push Jublia, a topical solution approved last June by the Food and Drug Administration that's designed to treat onychomycosis, a fungal infection of toe nails. 

The spot, "Tackle It," was created by healthcare shop Harrison and Star and will feature football-themed animation from digital shop Th1ng. The brand's marketers don't plan to tease its commercial before it appears during Sunday's game.

Valeant's Super Bowl ad purchase—which will cost roughly $4.5 million—comes on the heels of a Reuters article from December that indicated that the Quebec-based company wanted to push Jublia and a few other new products hard while it scales back on acquisitions. 

The billion-dollar pharma player, which develops products in neurology, dermatology and branded generics, said the commercial represents an evolution of Jublia's ongoing multichannel campaign, which includes digital and print ads. 

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