What it had to solve
Launch the consumer campaign for a prescription menopause treatment on US advertising's biggest stage, with a sincere but never sombre tone.
How it works
'Fewer Hot Flashes, More Not Flashes' ran during the Super Bowl, scored with Flo Rida's 2011 hit 'Good Feeling (Alice Version)', with music supervision and licensing by Creative License working alongside Saatchi & Saatchi Wellness for Astellas Pharma US.
What it did
No results figures given; the spot aired during the Super Bowl in February 2024 as part of the larger consumer campaign.
Background
In February 2024, Saatchi & Saatchi Wellness launched 'Fewer Hot Flashes, More Not Flashes' for VEOZAH, Astellas Pharma US's prescription drug designed to alleviate hot flashes and night sweats associated with menopause — with the spot launching during the Super Bowl as part of a larger consumer campaign.
Turning 'Hot Flashes' into 'No Flashes', the spot brings a lighthearted tone to a sincere and important message, showing women a new way to combat hot flashes and prevent them from interfering with day-to-day life.
The spot is set to the uplifting beat of Flo Rida's 'Good Feeling (Alice Version)', with Creative License providing music supervision and licensing to make the campaign memorable. The collaboration put a menopause treatment on advertising's biggest US stage, an uncommon place for the category.
Why it lands
Menopause treatment ads rarely reach the Super Bowl; the placement itself destigmatises the condition.
'Hot Flashes' into 'Not Flashes' is a one-word pivot that names the benefit.
Flo Rida's upbeat track keeps the tone lighthearted for a sincere message.
Music was treated as campaign-critical, with Creative License supervising the licensing.
What you can take
For a stigmatised symptom, tone is the creative: an upbeat pop track can destigmatise more than any statistic.
Since then
The spot ran during the Super Bowl as part of the broader consumer campaign; no performance figures were reported.
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