MeDICAL SCRUTiNY of Super Bowl Ads and the Halftime Show
Wellness, Big Pharma, and Bad Bunny.
I didn't watch most of the Super Bowl, but while it played in the background I did catch some of the plays and a handful of commercials. I caught the entire Bad Bunny half time show along with 135 million other people. I’m going to run through what I thought were the problematic Super Bowl ads with respect to our health and primary care in general. And then I’m going to contrast the images and messages we might take from Bad Bunny’s performance at half time, and how those relate to human health.
You weren’t expecting this post, were you? Eh!
If you haven’t seen the show, here it is. A bit heavy on the twerking for some of us, not enough English for others, but it was a lively feat of choreography and storytelling. Bad Bunny has been praised for revolutionizing Latin music and advocating for social issues, but criticized for often perpetuating reggaeton’s female objectification problems. He just won the Grammy for Album of the Year, and his songs were the most streamed in the world (20 billion plays) on Spotify last year. This was the fourth year he was the most listened to artist in the world. By comparison Taylor Swift has done that twice.
First, the ads. Then, the show.
Super Bowl LX health-related commercials
Super Bowl LX was the most-watched broadcast of the year. It was also a kind of boring game. And like usual it was a masterclass in how health advertising can prioritize profits. With 30-second spots breaking $10 million, pharmaceutical companies, telehealth platforms, and wellness brands gone wild flooded the commercial breaks with messages that ranged from misleading to potentially dangerous.
The GLP-1 gold rush
Marketing experts dubbed this “The GLP-1 Super Bowl,” and the label fit. Novo Nordisk spent a staggering $24 million on a celebrity-packed Wegovy pill ad featuring celebrities like Kenan Thompson and DJ Khaled. Just three days earlier, the FDA had flagged the company for “false or misleading” claims in a different Wegovy advertisement, noting that phrases like “live lighter” falsely implied emotional benefits not supported by evidence. Was the compulsory listing of possible side effects outshined by the celebrities and on screen action?
Telehealth companies Ro and Hims & Hers exploited a regulatory loophole that allows them to market GLP-1 access without disclosing side effects, since they position themselves as platforms rather than manufacturers. Ro’s ad featured Serena Williams discussing her 34-pound weight loss, while Hims & Hers wrapped their for-profit subscription model with the provocative and sad tagline Rich People Live Longer. Interestingly, this week it looks like Hims must stop using the compounded medication loophole after lawsuits and FDA pressure.
The Galleri issue
Hims & Hers’ promoted the Galleri multi-cancer blood test. The test detects only about 40% of cancers overall, with a poor 16.8% sensitivity for Stage I cancers—the ones most amenable to cure. In clinical studies, 62% of positive results were true positives. The ad showed a patient receiving a No cancer signal detected result, which critics argue could create dangerous false reassurance in the context of symptoms or skipping actually recommended screenings. No major medical society recommends Galleri for routine screening. It costs close to $1,000 out of pocket. I’m working on a post about this kind of cancer detection product soon. I’ve been asked about this test twice this week. Coincidence?
Fat-shaming as public health policy
The MAHA Alliance’s Eat Real Food spot featuring Mike Tyson represented a different kind of messaging. Funded by billionaires and directed at working Americans, the ad featured Tyson describing himself as “so fat and nasty” at 345 pounds and calling Americans “the most obese, fudgy people.” Then he aggressively tore into an apple. Forget mindful eating here. This looked more like mouth-to-apple mortal combat. The ad said nothing about food deserts, devastating SNAP benefit cuts from the federal government, the economic structures that make ultra-processed food cheaper than whole foods, and our crazy overworked American lives that make food preparation at home so difficult to achieve. Instead we just got moralizing wrapped in Mike Tyson’s personal story.
And then this grim faced mashup was posted, sure to strike fear into the cores of apples, pears, and the hearts of little lambs:
Wellness theater
Poppi is a brand of “prebiotic soda.” They used singer Charli XCX to promote their product, even as the company had just settled an $8.9 million class-action lawsuit over false gut health claims. That is cheaper than a Super Bowl ad at least. But each can contains only 2 grams of prebiotic fiber which is below the amount needed for any meaningful benefit according to experts, and well short of the minimum 28 grams of fiber recommended per day. Now owned by PepsiCo, Poppi represents the ultimate irony: Big Soda marketing a supposedly health-conscious alternative.
I could go on…
I didn’t watch enough of the show to catch all the pharmaceutical ads, so I won’t go through each one. Feel free to add your commentary after this post. Suffice it to say that ever since direct-to-consumer television advertising of prescription drugs became legal again I’ve felt slimy by implied association.
Overall these Super Bowl ads weren’t health education of course. They were demand generation disguised as patient empowerment. GLP-1 medications require a lot of discussion, nuance, caution, and care. None of this complexity survived the 30-second format.
A broadcast featuring weight-loss drug ads alongside Doritos, Budweiser, and Dunkin’ Donuts commercials perfectly encapsulates the American health marketplace, doesn’t it? We are simultaneously sold the disease and the cure, at $10 million per half-minute, as ACA subsidies are cut and ICE budgets explode, cruel Medicaid cuts are scheduled after the next election, and insurance premiums rocket through any notion of what’s affordable for most families.
Examining the organic, unintentional health messages in Bad Bunny’s halftime show
I thought the show was fun overall. I do speak Spanish. A bit heavy on the gyrations like I said earlier, but I enjoyed the sound of the music and the Puerto Rican cultural tour.
Let’s briefly run through the Benito Antonio Martínez Ocasio program, and see if we can extract some vital and overlooked ideas about health and medicine… you know, like we do here at Examined. Can we redeem the overall Super Bowl health messaging despite the commercials and the bone crushing, chronic traumatic encephalopathy-inducing hits?
The old guys playing dominoes
Playing games like dominoes offers significant cognitive benefits for elderly folks, including improved memory, strategic thinking, and mental processing. The social interaction combats loneliness and depression while reducing dementia risk. Physical benefits include enhanced fine motor skills and hand-eye coordination. Regular social gaming activities are linked to lower stress levels, better cardiovascular health, and increased longevity.
The nail salon
Getting nails done provides stress relief through the pampering experience and dedicated self-care time, reducing cortisol levels. The physical touch during manicures can trigger relaxation responses and lower blood pressure. Social interaction (small talk) with technicians offers mental health benefits through connection and conversation. Though I’ve never done this, I’m thinking there is some improved self-esteem, mood enhancement, and mindfulness during the process. I especially like the idea of doing this outside, or at least in a well ventilated building to reduce VOC exposures!
The two guys shadowboxing/sparring
Shadow boxing and sparring drills provide excellent cardiovascular conditioning while building strength, coordination, and reflexes. The practice reduces stress through physical exertion and endorphin release. Mental benefits include improved focus, discipline, confidence, and body awareness. Shadowboxing is a safer alternative to contact sparring, reducing injury risk. I’m not too embarrassed to admit that I do this often!
The dancing and the gyrations
Dance routines (including twerking if we can get over the generational shock value?) provide excellent cardiovascular exercise, strengthening core muscles, glutes, and legs while improving flexibility and coordination. The rhythmic movement releases endorphins, reducing stress and anxiety. Performing builds confidence and self-expression. Social connection with fellow dancers enhances mental wellbeing. The combination of physical exertion, creative expression, and community engagement supports both physical fitness and positive body image, contributing to overall mental health. There were all types of bodies dancing here.
The classical music interlude
I love classical music, but I have not listened to it enough lately. The benefits? For musicians: cognitive enhancement, fine motor skills, stress reduction, and social connection through performance. For audiences: listening to classical music lowers blood pressure, reduces cortisol, and decreases anxiety. It activates reward centers, releasing dopamine while improving focus and emotional regulation. Shared live experiences like concerts foster social bonding and community.
The real wedding (staged of course, but real)
Wedding ceremonies provide social connection and community bonding, releasing oxytocin and reducing stress. I love going to weddings! Marriage/long term committed relationships correlate with numerous health benefits: lower mortality rates, reduced cardiovascular disease risk, better mental health outcomes, and faster illness recovery. Married/partnered individuals typically experience less depression and anxiety, healthier lifestyle habits, and increased longevity. The emotional support, financial stability, and sense of purpose from partnership contribute to improved immune function and overall wellbeing throughout life. Cheers to the newlyweds.
Lady Gaga showing up to support a friend
I’m not up on my pop culture, but I did hear that white, English-speaking Lady Gaga volunteered to jump into the halftime show with Bad Bunny after he was attacked and viciously undermined by people who don’t like Spanish music at Super Bowls (to put it mildly). Their momentary shared performance, dancing, and joy on display between the two performers combated xenophobia's psychological harm, validating Latino identity. Not that it should need validation. For affected communities here in the US in 2026, this visibility might decrease anxiety and depression while boosting self-esteem and belonging. Not everyone is wearing a balaclava and carrying a gun. The allyship demonstrates inclusive values, promoting social cohesion, and maybe some societal healing if we can make it.
Eating a big old piece of wedding cake
Sure, sugar is the new smoking they say. But allowing enjoyment without food anxiety reduces stress associated with restrictive eating patterns. Celebrating with cake creates positive memories and emotional bonding between partners. Occasional indulgence actually supports sustainable health behaviors and prevents binge cycles. The mindful pleasure and shared joy release dopamine and oxytocin. Research shows rigid food rules increase anxiety; flexible eating approaches correlate with better mental health, body image, and long-term weight stability. Celebration matters for wellbeing. By way of contrast, our Health and Human Services Secretary told an interviewer that he would bring fermented yogurt to eat at a Super Bowl Party. He would eat “meat and ferments,” but no mention of “salsa and chips,” much less cake.
Intergenerational dancing with grandparents
Intergenerational interaction reduces loneliness and depression in seniors while providing children stability and identity. We already know that dancing together enhances cardiovascular health, coordination, and cognitive function across ages. Grandparents can experience renewed purpose and lower mortality rates from their roles. Grandchildren gain emotional resilience, cultural knowledge, and improved social skills hanging with Grandma and Grandpa.
The adorable older lady handing Bad Bunny a drink
The woman who handed Bad Bunny a drink is Maria Antonia "Toñita" Cay, the 85-year-old owner of a Caribbean social club in Brooklyn. Known as a beloved Puerto Rican icon in New York, she runs one of the last remaining traditional Latino social clubs. Such clubs provide vital cultural preservation, combating isolation in immigrant communities. Clubs in general can offer connection (often intergenerational), identity affirmation, and mental health support through belonging. Featuring Toñita nationally validates Latino contributions, counters hate, and honors community elders.
The little boy receiving the Grammy Award
Was he giving the Grammy award to a younger version of himself, or symbolically to young Latino kids anywhere? Doesn’t really matter I guess. This moment powerfully affirms children's dreams. Popular culture representation reduces anxiety and depression in marginalized youth while building confidence and aspiration. Symbolically "passing the torch" validates cultural identity and creates hope. Such visibility combats imposter syndrome, strengthens ethnic pride, and demonstrates achievable success. Cute kid!
The failed power grid in Puerto Rico
Artistic storytelling validates trauma, reducing isolation and psychological distress in affected communities. Publicly acknowledging infrastructure injustice like the decimated Puerto Rican (American) power grid combats invisibility and powerlessness. In a better world it would mobilize calls for change and repair. Maybe it will still help. For Puerto Ricans, witnessing their struggle recognized nationally might reduce stress and promote action.
God Bless “America”
“The only thing more powerful than hate is love.”
What does it mean to be an American?
To be a citizen of the world? Of an entire hemisphere?
To work towards a better, more inclusive, and more tolerant society?
El fin
Despite pharmaceutical ads, GLP-1 meds, and billionaire moralizing dominating commercial breaks, during its best moments the half time show reminded 135 million viewers what actually promotes health: community, culture, movement, joy, and belonging.
While we were sold both problems and cures, Doritos and Wegovy, and partisan forces cast the show as some sort of hellscape, the reality of Bad Bunny, Lady Gaga, Ricky Martin, trumpeters and violinists, and dancers of all kinds, skills, and ages offered something priceless—symbols of human connection and life that no amount of advertising dollars or wealth can replace.
I’ve been to Puerto Rico twice. Both times I had great food, experiences, and met lovely Puerto Ricans. I saw poverty and wealth, struggles and triumph. DeBÍ TiRAR MáS FOToS, but here are three…
What did you think?
Very thorough and interesting and a creative take! My only comment would be that although having nails done might be relaxing and stress-relieving for customers, for the workers at the nail salon, some of the materials they work with are occupational hazards.
I didn’t watch the game, but I loves me some Bad Bunny so i did watch him & he did not disappoint! Loved Gaga’s appearance. Understood all the symbolism with the exception of the electrical poles — my husband got it right away, much to my astonishment (I never know what he’s paid attention to news-wise or culturally). I even got up & twerked until I realized I might break my hip if I kept going, so I just old-lady-Elaine-danced while my old man husband groaned, rolled his eyes, and, yes, smiled. Excellent analysis, Doc, as usual!