Trade coverage of Hologic’s Super Bowl debut noted the essentials: a medical technology company focused on women’s health, running its first national 30-second spot in the first half of the Big Game.
I led communications strategy on this campaign, and the short version of why it mattered is this: brands in regulated, clinical categories almost never speak directly to consumers at this scale. Doing it well took a message worth the stage (women’s health screenings, at a moment when visits had fallen sharply) and a storyteller the audience already trusted in Mary J. Blige.
For the full picture of how the campaign came together, read my Five Questions interview with Campaign US.
More on this campaign: Super Bowl ads show limited diversity and inclusion progress · Mary J. Blige steps up in Hologic’s Super Bowl ad
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Cheryl Overton speaks on brand storytelling, culture and leadership at conferences and corporate events worldwide.
