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If you’re Pfizer and you’re dedicating your first Super Bowl ad to fighting cancer, how do you get the message across without bringing down more than 100 million people across the country?
Crank up the Queen.
“One thing we have seen, particularly with our new agency partners at Publicis, is the power of music in creative,” said Drew Panayiotou, Pfizer’s global CMO. “The determination of doctors and researchers in treating patients and fighting cancer, something they often have is this perseverance—this ‘Don’t stop me, I’m going to keep going and find a cure”—and so the music is a great representation of that.”
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