The idea

For Super Bowl LX in 2026, Novartis used a collection of unusually relaxed NFL tight ends to explain that prostate-cancer screening can begin with a PSA blood test. A lot of men avoid screening because they assume it begins with a finger. Cue pools, yoga, horse grooming and Enya. Subtle? No. Memorable? Very.

My bit

I worked on the early project as Head of Creative Technology on the Publicis Groupe team, helping to guide the early pre-production.

Did it work?

Award case materials reported a 367% increase in PSA-related Google searches and 9.8 times as many PSA tests added to online carts. Those are entrant-reported campaign results; they do not tell us how many screenings were ultimately completed.

Shiny things

The campaign received the 2026 Cannes Lions Pharma Grand Prix, a Cannes Pharma Silver Lion and the 2026 Clio Health Grand Award. Again: campaign recognition, not a claim that my name appears on those recipient lists.

Elsewhere on the internet

Official launch · Campaign site · Fallon case study · Clio Health