Feminine artists together with Beyoncé, Taylor Swift, Billie Eilish, Charli XCX, Chappell Roan, and Sabrina Carpenter can be within the highlight at the 2025 Grammy Awards on Sunday (Feb. 2). Amid this celebration of feminine expertise, Eli Lilly is trying to attain girls with an pressing message about early breast most cancers detection.
The pharmaceutical firm will air an advert in the course of the 67th annual Grammy Awards that encourages viewers to test for indicators of breast most cancers and search assist from their physician. Lilly hopes to convey that there’s hope inside a most cancers analysis when early detection takes place.
“Palms,” created by company Wieden+Kennedy Portland, follows a lady by her day-to-day life with a concentrate on her fingers. She performs piano, holds fingers along with her companion, works within the backyard, soothes her baby, attire, peels an orange, and makes artwork.
Towards the tip of the movie, she discovers a lump in her breast that leads her to a most cancers screening appointment.
The advert tells viewers: “Essentially the most highly effective technique to battle most cancers is in your fingers. Most cancers are curable when caught early.”
Lina Polimeni, chief company model officer at Lilly, informed ADWEEK that whereas consciousness of breast most cancers is excessive, extra public schooling about early detection and therapy choices for most cancers are wanted.
“There’s a lot extra a lady can take into her personal fingers, actually,” Polimeni mentioned. “Early screenings enable for extra possession, a greater prognosis, and extra hope versus years in the past.”
Within the pharma market, Lilly goes up in opposition to Novartis with its early breast most cancers remedies. Lilly has the drug Verzenio, whereas Novartis’ Kisqali was not too long ago greenlit by the FDA.
One week after Lilly’s Grammys debut, Novartis will air a Tremendous Bowl business starring Hailee Steinfeld to deliver consideration to early breast most cancers detection. A Lilly spokesperson declined to say whether or not the corporate was additionally promoting in the course of the Tremendous Bowl.
A couple of month after its Grammys advert, Lilly may even host experiential activations to “be certain that well being screenings attain individuals in actual life,” Polimeni mentioned.
Constructing a model with ‘humanity’
Since 2021, Lilly has been centered on constructing a company model that has an emotional reference to shoppers.
“All pharmaceutical firms are patient-centric, however the distinction at Lilly is the humanity,” Polimeni mentioned. “Our effort is to create the Lilly model within the eyes and hearts of the final inhabitants.”
