Mary J. Blige Boosts Hologic in Super Bowl Commercial Debut

variety.com:

Brian Steinberg Senior TV EditorHologic has been around for 36 years, but it’s only just getting around to using TV commercials.

And its first TV ad will debut on the media’s biggest stage.“Go big or go home,” says Jane Mazur, the company’s vice president of communications.The medical-technology company will take to Super Bowl LVI on NBC with a 30-second ad slated to appear in the first half of that game that features Mary J.

Blige, the artist who also figures prominently in Pepsi’s halftime show in the same event. The company’s goal is to get women to think about keeping current on wellness and medical screenings.Every Super Bowl ad roster is filled with rookies, or first-time advertisers — often upstart companies just looking to raise awareness of their products or name.

Last year, with stalwart Super Bowl bands like Budweiser, Coca-Cola and Pepsi sitting on the sidelines, a phalanx of newbies took the field, According to ad-tracker Kantar, 26 different first-time Super Bowl advertisers took part in the game.