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https:\/\/www.youtube.com\/watch?v=RpYzhCYaEIM&ab_channel=Dexcom<\/p>\n
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Dexcom, the glucose monitoring brand, will run a 30-second spot with Nick Jonas on the Super Bowl for the second straight year\u2014this time introducing its G7 device, which received FDA clearance in December.<\/p>\n
Jonas, 30, was diagnosed with type 1 diabetes at the age of 13. In the new spot, he uses some sleight of hand, and some CGI, to unveil the G7, a next-generation continuous glucose monitoring system\u2014allowing diabetics to monitor their glucose levels in real-time, rather than use finger sticks.<\/p>\n
\u201cNick is a great spokesperson for our cause. This is somebody who’s achieved incredible things with type 1 diabetes. He\u2019s the most visible person with diabetes there is, and he hasn’t let it slow him down at all,\u201d Dexcom CEO Kevin Sayer told Ad Age. \u201cWe couldn’t ask for a better spokesperson. He’s fabulous.\u201d<\/p>\n
\u201cNick lends street credibility and authenticity. A human connection,\u201d added Jamie Venorsky, Marcus Thomas partner and chief creative officer. \u201cThere\u2019s nothing gratuitous about the use of his celebrity. His fandom is real for the product that\u2019s so easy to use, it\u2019s kind of like magic.\u201d<\/p>\n
Sayer said a Super Bowl buy was \u201cperfect timing,\u201d as the G7 is set to launch globally in the coming weeks.<\/p>\n
\u201cThis product has been years in the making, and it really changes our dynamic,\u201d he said. \u201cWith the simplicity, the accuracy, the performance and the continued connectivity we’ve had, we think the Super Bowl presents a perfect opportunity to introduce the world to our next-generation technology.\u201d<\/p>\n
Unlike many Super Bowl spots, which are brand ads, Dexcom\u2019s is more of a product ad\u2014though Sayer said the product really is the brand. \u201cWe do one thing. This product is what we do,\u201d he said.<\/p>\n