Oscars Buzz: Promoter of Hit Weight Loss Medication Advocates for Health-focused Messaging in Latest Advertising Push

At last year's Academy Awards, host Jimmy Kimmel made a joke that got people thinking. He wondered, "Is Ozempic the right choice for me?"

The use of a type 2 diabetes drug by celebrities to lose weight caused a lot of talk before last year's Oscars. As we get ready for this year's ceremony on Sunday night, the company behind a similar drug to Ozempic has a clear message: These medications are not meant for quick weight loss for cosmetic reasons.

One ad from drugmaker Eli Lilly, titled "Big Night," is set to air on TV this weekend. It highlights the issue of people using medication that was not intended for them. The ad mentions taking medicine for reasons like fitting into a smaller dress or tuxedo, or for vanity.

The scene in the ad shows a red carpet being rolled out, with paparazzi cameras flashing.

The voiceover in the Eli Lilly commercial emphasizes that the focus is not on glamorous events, but on everyday people. The images shift from a fancy gathering to a woman in regular clothes taking public transportation. The message is clear - the medications they develop are for those whose health is impacted by obesity. It is important to Eli Lilly that the right people have access to these medications.

The advertisement does not mention Lilly's specific drugs - Zepbound for obesity and Mounjaro for diabetes. Therefore, it does not include the usual long list of safety information that American TV viewers are used to hearing at the end of pharmaceutical commercials.

However, the ad successfully conveys the message that Lilly has been promoting since the start of this year.

CEO David Ricks shared with CNN that they have a perspective on the use of these drugs. He emphasized that these medications were originally created for individuals with a significant medical condition, not for the sole purpose of enhancing the appearance of a celebrity.

"This is a disease," Ricks stated.

Zepbound and Mounjaro belong to a group of medications called GLP-1 receptor agonists. This category also includes Novo Nordisk's Ozempic and Wegovy. These drugs work by mimicking a hormone called GLP-1, which helps reduce appetite, make people feel full for longer, and affect insulin production. Additionally, Lilly's drugs mimic another hormone called GIP, which is also involved in these processes.

Ozempic and Mounjaro have been approved by the US Food and Drug Administration for treating diabetes, while Wegovy and Zepbound are approved for managing chronic weight issues. Clinical trials have shown that these medications can help individuals lose an average of 15% to 20% or more of their body weight. Guidelines for using these drugs are typically based on the patient's body mass index.

A person enters an Equinox gym location in New York, U.S., on Wednesday, May 5, 2021.

A person enters an Equinox gym location in New York, U.S., on Wednesday, May 5, 2021.

Michael Nagle/Bloomberg/Getty Images

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These are recommended for individuals with a BMI of 30 or higher, classified as obese. Alternatively, those with a BMI of 27 or higher, categorized as overweight, and have at least one weight-related health issue such as high blood pressure or cholesterol.

Ricks explained that the disease is a metabolic disorder that requires serious medical treatment for most individuals. He emphasized the importance of treating it as a health condition, similar to hypertension or arrhythmia, in order to make progress on the topic that affects over 100 million Americans.

He then outlined three reasons why his company is working to determine who should have access to these drugs: insurance coverage, shortages, and the specific population in which the drugs have been studied.

"We’ve only studied it in a population that had overweight or obesity, and we’ve focused it on people with chronic complications from obesity,” he said. “We can’t speak to benefits and risks outside the population, so we think it’s only responsible to point the light here, where the drug is most needed.”

Would Lilly ever study the drug for cosmetic weight loss?

==> "The drug has only been studied in individuals with overweight or obesity, specifically those with chronic complications from obesity. Therefore, we cannot comment on its benefits and risks for other populations. Our focus is on where the drug is most necessary."

"Would Lilly ever consider researching the drug for cosmetic weight loss?"

"We're not currently planning to do that," Ricks mentioned. "It's not our main goal. I believe that employees join our company to tackle complex health issues, not just to earn money in the healthcare industry."

Many people struggle to find and afford their medications.

Ricks highlighted that there is already a shortage of medicines. He mentioned that the World Health Organization recently stated that there are over 1 billion people worldwide with obesity.

"We are far from being able to provide medications for a billion people with obesity, let alone those who want to lose weight for cosmetic reasons," Ricks explained. "Therefore, we need to prioritize, and that is the focus of this advertisement - prioritizing those who need it the most."

A pharmacist at Rock Canyon Pharmacy in Provo, Utah, is showing a box of Ozempic, a type 2 diabetes drug called semaglutide injection. The medication is manufactured by Novo Nordisk. The photo was taken on March 29, 2023, by REUTERS/George Frey. (REFILE - CORRECTING MONTH)

George Frey/Reuters

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I encounter patients daily who require Ozempic but are unable to access it. Lilly did not disclose the extent of inappropriate drug usage, but the limited availability of both medications has caused individuals with type 2 diabetes to struggle in obtaining their prescribed medicines. Novo Nordisk had to restrict the lower initial doses of Wegovy to ensure continued supply for patients already on higher maintenance doses.

Both companies are in a race to boost production by constructing and purchasing manufacturing facilities. However, Novo Nordisk's CEO mentioned to CNN that it may take years to meet the increasing demand.

Insurance coverage remains inadequate, especially for medications aimed at weight loss. The cost ranges from $960 to $1,350 per month before insurance or discounts. Surprisingly, "half of the people in America with obesity" lack insurance coverage for these medications, even those under Medicare, which does not cover weight loss drugs.

He told CNN that it is wrong to them. He urged decision-makers in the health-payment sector to rethink their stance on obesity being a serious condition that can lead to other health issues. He emphasized that medication may be necessary for many individuals to address obesity effectively.

When asked about lowering the price of the medicines for better accessibility, Ricks mentioned discount programs implemented by Lilly. These programs offer the drugs at a reduced price, sometimes up to 50% off.

He mentioned that while it may seem similar, it is important to clarify that their health product is not insurance. He emphasized that they believe a health product designed for a serious health condition should not be without coverage. This belief applies to all health conditions.

Their goal is to approach their work with empathy, understanding the importance of providing insurance coverage for their health product.

The way obesity is portrayed is the focus of Lilly's second new ad, titled "Shame," which is twice as long as "Big Night."

The voiceover in the ad reflects on how obesity has been a constant presence since a young age, casting a shadow on interactions with loved ones and strangers alike. It serves as a reminder of society's perception of body image and worth. However, the ad challenges the notion of shame when it comes to health, emphasizing that true health is not about losing weight but rather about the positive aspects a body can gain.

Ricks explained that the advertisement was created after his team spent years working closely with individuals who have obesity. The main objective of the ad is to help foster greater empathy towards these individuals, especially within the health-care system.

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Lilly mentioned that the ads, part of a series that started this year highlighting various diseases, including Alzheimer's, where the company anticipates FDA approval for a new medication this month, will begin airing nationwide this weekend.

Will the ad "Big Night," which calls out celebrities and others using drugs for "vanity," be shown during the Oscars broadcast? According to Ricks, it is uncertain. However, he mentioned that the week leading up to it will focus on advocacy, particularly around World Obesity Day on March 4 and Obesity Care Week.

"It just so happens that at the end of the week, there is a major award show, the Oscars," he explained. "We are taking advantage of this moment to highlight the contrast between these two ideas - that obesity is a serious condition that requires serious medication."

“We have to use language to talk about the condition beyond just what, you know, size dress you fit into or whatever,” Ricks said. “It’s not for that.”

Editor's P/S:

The recent discussion surrounding the use of type 2 diabetes drugs for weight loss has highlighted the complexities of obesity and the need for a nuanced approach to treatment. While these medications can be highly effective in managing obesity-related health conditions, their off-label use for cosmetic purposes raises ethical concerns and accessibility issues.

Eli Lilly's "Big Night" advertisement effectively conveys the message that these drugs are intended for individuals with obesity who face significant health challenges. The ad emphasizes the importance of prioritizing access to these medications for those who need them most, while also challenging the stigma associated with obesity. However, it is crucial to address the broader issue of insurance coverage and affordability, as many individuals with obesity struggle to obtain these life-changing treatments. By advocating for increased coverage and affordability, we can ensure that everyone who needs these medications has access to them, regardless of their financial situation.