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.