Novo Nordisk Teases Super Bowl Ad, While Eli Lilly Confirms Streaming Plans

A GLP-1 Bowl

The $1.34 trillion business isn’t the only GLP-1 maker making plans for the Super Bowl. Rival Eli Lilly confirmed to ADWEEK that it is planning a Zepbound campaign that will include a pre-game ad airing simultaneously on NBC, Peacock, and Telemundo, followed by an in-game spot exclusively on Peacock.

A Lilly spokesperson said the business is also partnering with Condé Nast on its Super Bowl-adjacent GQ Bowl, which celebrates the fusion of sports and fashion, over the weekend.

There’s a growing cohort of GLP-1 brands advertising in and around the Seattle Seahawks vs. New England Patriots matchup on Feb 8.

DTC brand Ro, which sells Ozempic and Wegovy, added itself to the list this week, announcing a Super Bowl debut starring brand ambassador Serena Williams.

In the U.S., 12% of adults say they are currently using a GLP-1 drug, up from 6% who said the same in 2024, according to a KFF survey. Americans spent $40 billion on appetite-suppressing drugs in 2024, a figure that is projected to triple by 2030, according to Grand View Research.

Last year, Hims & Hers, another direct-to-consumer telehealth provider, ran its first Super Bowl ad pushing for greater access to weight loss drugs.