‘Relax Your Tight End’ Takes Home Pharma Grand Prix at Cannes Lions 2026

Regarding Novartis’ ‘Relax Your Tight End’, jury president Tracey Brader, chief strategy and innovation officer at Remedy Edge UK, observed, “It started out in the Super Bowl to get attention, but it used every channel thereafter, exploited PR, it had an appropriate use of celebrity, and it had the natural empathy that comes from recognising a patient that genuinely could have died had they not had the screening performed early. It was also solving a genuine issue. Anyone in this room who's had invasive examinations knows there is a temptation to put it off, but by making light of that very fear and showing that there was a workaround, it really did open the doors to more patients, to more men coming forward and, hopefully, preventing more lives being lost to prostate cancer. I hope you'll agree that it was genuinely funny.”

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