Hologic, Cue Health Bring World of Med Tech to the Super Bowl

Two med tech brands, Hologic and Cue Health, aired spots during Sunday’s Super Bowl—both with help from celebrity women.

The stars aligned (literally) for Hologic’s first national ad campaign. The company improves women’s health via early detection and treatments and had an existing relationship with Mary J. Blige—the lone female performer at the halftime show.

“Mary J. Blige has worked with Hologic for over two years on Project Health Equality,” says Jane Mazur, VP of corporate communications at Hologic. “Its objective is to educate Black and Hispanic women on the importance of mammography screening. So when Mary announced in October that she would be part of the halftime show, a lightbulb went off for us. She’s the only woman on the halftime stage with a caliber of talent.”

The 30-second spot, “Her Health Is Her Wealth,” was created by CHÉ Creative. It encourages women to prioritize their health and schedule their yearly well-woman visit. Most women were already placing their health needs behind others in their household, and the pandemic only made things worse.

The ad features Blige attending her annual well-women visit in between acting, songwriting, training, recording and producing. Her iconic song “Real Love” is used throughout, and Blige closes the ad with “Making your health a priority is real love. Hologic. The science of sure,” along with the ScreeningsForHer website. If MJB can find the time, what excuse do the rest of us have?

“We’re using the Super Bowl as an opportunity to speak to every woman watching to make health a priority,” Gabrielle Shirdan, executive creative director of CHÉ, tells Muse. “We’re marketing to women by women. Leaning into diversity and women’s health.”

The teams involved in the campaign are diverse and women-led, from Hologic, CHÉ, director child. of Little Minx and Cheryl Overton Communications. “The POV was strong in creating this, a true reflection of so many women involved,” says Mazur. “Mary went through creative with us when she was on set.”

Meanwhile, Cue Health also aired a :30 nationally on Sunday night. The spot focused on Cue, a smart device for your health, as a newcomer to house full of gadgets. Gal Gadot provided the voice of Cue in the spot.

Cue said its molecular test is the most accurate at-home test for Covid-19, delivering results to a mobile smart device in 20 minutes using the Cue Health app.

“Cue’s mission has always been to empower people to live their healthiest lives,” says Ayub Khattak, CEO of Cue Health. “Together with the one and only Gal Gadot, Cue comes to life on one of the world’s biggest stages as the heroic, essential smart device that people can rely on to manage their own health and the health of their families.”

CREDITS

Client: Hologic
Chief Executive Officer: Stephen P. MacMillan
SVP, HR & Corporate Communications: Lisa Hellman
VP, Corporate Communications: Jane Mazur
Sr. Director, Brand & Creative: Christine Dillman

Strategic Agency: Cheryl Overton Communications
Executive Strategist: Cheryl Overton
Account Director: Lisa Kovner
Account Assistant: Jazmin Slaughter

Creative Agency: CHÉ Creative
Chief Creative Officer / CEO / Writer: Dabo Ché
Executive Creative Director: Gabrielle Shirdan
Executive  Producer: Nikkia Moulterie
Producer: Tony Harding
Managing Director: Deborah Racano
Project Manager: Carley Fort

Production Company: Little Minx
Director: child.
Executive Producer: Helen Hollien
Producers: Jose Barrios and Shae Horton
Cinematographer: Chayse Irvin
Production Designer: Elizabet Puksto
Photographer: William Sterling

Editorial: Forager
Editor: Kat Yi
Assistant Editors: Joey Doyle & David Freemas
Executive Producer: Ali Webb
Producer: K.C. Van Elslander
Creative Director: Carlos Flores

Color: Company3
Audio: Sonic Union

VFX Team
Nice Shoes
Head of Production: Jason G. Farber
VFX Supervisor: Tyler Whelan
Producer: Morgan Ludwig
Senior Flame Artist: Nicky Picardo
Flame Assist: Shannon Lee