Your Attention Please

Are you aware of the most viral ad of the year that aired during the Super Bowl in 2025? Watch it first.

Here are some key details about the ad:

• Title: “Your Attention, Please”
• Focus: Breast cancer screening and early detection²
• Stars: Wanda Sykes and Hailee Steinfeld³
• Message: The ad cleverly uses humor and the attention often given to women’s breasts in society to pivot to the importance of breast health and regular screenings.⁴ It encourages women to “pay attention” to their breasts when it matters most – for early detection.⁵
• Call to action: The ad directs viewers to Yourattentionplease.com, a website with resources, mammogram reminders, and a risk assessment calculator.⁶

Consumer Insight

The consumer insight behind the Novartis “Your Attention, Please” Super Bowl ad is multi-layered and quite clever:

• Breasts get a lot of attention, but not the right kind: The ad acknowledges the societal focus on women’s breasts, often in a sexualized or objectified way. It then flips this on its head, pointing out that this attention is misdirected. Instead of focusing on appearance, the ad urges women to focus on their breast health.  
• Awareness is not enough, action is key: While many women are aware of breast cancer, many don’t get regular screenings. The ad recognizes this gap between awareness and action. It aims to motivate women to move beyond simply knowing about breast cancer to actively taking steps for early detection.
• Humor can break down barriers: Breast cancer is a serious and sensitive topic. The ad uses humor to make the conversation more approachable and less intimidating. By using wit and relatable scenarios, it lowers the emotional barrier and makes the message more digestible.
• Relatability is crucial: Featuring Wanda Sykes and Hailee Steinfeld, two well-known and relatable figures, helps the message resonate with a wider audience. Their presence makes the ad feel less like a medical lecture and more like a conversation between friends.  

Essentially, the consumer insight is that while women’s breasts receive a lot of attention in society, this attention is rarely focused on actual health. The ad cleverly leverages this existing attention, using humor and relatability to shift the focus towards breast cancer screening and early detection.