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Medical tech company Hologic running its first Super Bowl ad

Hologic, a medical tech company "focused on improving women’s health," is "running a 30-second national spot for its Super Bowl debut," according to Asa Hiken of AD AGE. Not only is this Hologic’s first Super Bowl effort, but also its "first time advertising to consumers." The ad is "slated to run in the first half of the game" Feb. 13 on NBC. The brand "will also advertise" in the Beijing Games as it "hopes to reach the widest possible audience" (ADAGE.com, 1/25).

INTO THE MYSTIC: ADWEEK's Paul Hiebert noted Irish Spring "will air its first Super Bowl ad" this year. The brand plans to air a "30-second spot during the 4th quarter" of Super Bowl LVI. The idea behind the spot, "produced by creative agency Ten6," was to "create a mystical place called Irish Spring where everyone smells nice" (ADWEEK.com, 1/24).

SHARED HISTORY: ETONLINE.com's Antoinette Bueno noted AT&T Fiber will air an ad during Super Bowl LVI featuring actresses Mila Kunis and Demi Moore "poking fun at their shared romantic history." Kunis is married to actor Ashton Kutcher, who was previously married to Moore. In the ad, both Kunis and Moore "play themselves at a high school reunion." Moore tells Kunis, "I had no idea we went to the same high school." Kunis then deadpans, "We have a lot in common" (ETONLINE.com, 1/24).

READY TO PIVOT: ABC’s Kaylee Hartung noted with the uncertainty of COVID "weighing on the country," brands appearing in the game are "ready to pivot as necessary.” Ad Age Editor Jeanine Poggi: “We really see brands having contingency plans in place. There are various endings that are shot and reshot, and there are definitely things that brands and their agencies are preparing for” (“GMA,” ABC, 1/26).

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