Boehringer Ingelheim, a leading biopharmaceutical company, took a bold step during Super Bowl 60 by airing its first-ever Super Bowl commercial with a strong public health message. Rather than focus on products, the ad emphasises the importance of early detection for kidney damage using a simple urine test – the urine albumin-to-creatinine ratio (uACR).
Star Power Meets Health Awareness
The 30-second spot, titled Mission: SOS, features acclaimed actresses Octavia Spencer and Sofía Vergara, who bring relatability and reach to the message. Spencer, who lives with type 2 diabetes and high blood pressure, and Vergara, whose mother has high blood pressure, help frame the importance of routine health screening in a compelling and engaging way.
The commercial blends action and advocacy, using dynamic visuals such as motorcycles and helicopters to dramatise the “mission” of detecting hidden signals the body sends when kidney health is at risk.
Why uACR Testing Matters
High blood pressure and type 2 diabetes are common risk factors for chronic kidney disease, which often develops silently before causing serious complications like heart attack or stroke. The uACR test can detect early signs of kidney damage, giving at-risk individuals a better chance to intervene early.
By choosing to highlight this screening during one of the most-watched television events of the year, Boehringer Ingelheim aims to reach millions with an important preventative health message.
A Broader Movement: Detect The SOS Collective
The ad also serves as a launchpad for the Detect The SOS Collective, a public-health initiative partnering Boehringer Ingelheim with reputable organisations such as the American Diabetes Association, National Kidney Foundation, WomenHeart, and The Mended Hearts, Inc. The coalition focuses on spreading awareness about kidney and heart health and encouraging people to have proactive conversations with their doctors.
The Bigger Picture: Health Takes Center Stage at Super Bowl Ads
Boehringer Ingelheim was one of several health sector advertisers at Super Bowl 60, alongside companies like Novo Nordisk, Novartis, and Eli Lilly. This reflects a broader trend of health and wellness messaging appearing in high-profile advertising spaces traditionally dominated by consumer and tech brands.