The Super Bowl is known for big moments, but this year one ad is set to take a different approach. Novartis’ “Relax, It’s a Blood Test” campaign uses familiar tight ends to talk about prostate cancer screening in a way that feels approachable instead of intimidating.
It’s a shift from the usual tone of health messaging, and it lands at a time when many men still avoid the topic entirely. For Delanie Walker and Tony Gonzalez, the message feels personal. Both joined the campaign with a sense of responsibility shaped by their own experiences and the people they care about.
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Delanie Walker Understands What’s at Stake
Delanie Walker joined the campaign shortly after losing a family member to prostate cancer. The timing made the invitation feel heavier than a typical partnership.
“It was a no-brainer,” he said. “Something had just happened in my family, and now I can spread a message that might help someone catch it earlier.”
Before filming, Walker didn’t know a blood test could be used for screening. He assumed the exam always involved a more invasive examination that many men avoid. Learning about the blood test changed how he talks about screening with the people around him.
“I had no idea you could take a blood test to get screened,” he said. “We can relax, because it’s a blood test.”
Walker believes athletes can help open the door to conversations men usually sidestep.
“We want people to understand we’re just like them,” he said. He also knows how prostate cancer affects Black men at higher rates. “You’re not counted out,” he said. “If you are forty and up, getting screened can help with early detection.”
Walker explained why humor feels right for this message. The pun on “tight end” gives men permission to laugh before they listen, and it takes the edge off. It turns a tense topic into something people can discuss. “You kind of walk into that doctor’s room tight,” he said. “We’re telling you that you don’t have to do that. You can relax. It’s just a blood test.”
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What stayed with him most was what he learned about his own health. “I really had no idea about prostate cancer,” he said. “Being part of this campaign, I learned even more about it and what I need to do to take care of myself.”
Tony Gonzalez on Taking the First Step
Tony Gonzalez joined the campaign for a deeply personal reason. Prostate cancer has affected several members of his family, including his grandfather and his uncle, both of whom passed away from the disease. “It is something that is personal to me,” he said. “It has affected members of my family, so it is personal from that standpoint.”
He recalls the anxiety surrounding the traditional exam. He has been through it himself and knows how many men avoid screening because of it. The campaign’s focus on a blood test felt like a chance to shift that fear into something more manageable.
“This is an alternative way to doing it,” he said. “It’s a blood test.”
Gonzalez wants men to understand how accessible that first step can be. Prostate cancer is common, and early detection gives people the best chance at a strong outcome. “You can go out there and just get the blood test,” he said.
The Super Bowl gives the message a reach that few platforms can match. Gonzalez knows how many men will be watching and how many partners, friends, and family members will be watching with them.
“When they can see guys they love watching play, it spreads that awareness,” he said. He hopes it encourages people to start conversations that often feel uncomfortable. “This is an important thing to do. It’s for your health.”
Why Tight Ends Work
The campaign features eight men, a deliberate nod to the statistic that one in eight men will be diagnosed with prostate cancer. Seven are current or former tight ends, and each wore a jersey in the eighties at some point in his career. The number is symbolic, but it also helps connect the message to the people most likely to see it.
That connection matters because prostate cancer is often silent in the early stages. The prostate-specific antigen (PSA) blood test measures a protein in the blood that may indicate changes in the prostate. It’s a simple blood draw that saves lives.
What They Want You to Know
Both Gonzalez and Walker want men to understand that the hardest part is starting the conversation. The campaign offers a way in. A simple blood test.
“It’s a conversation that needs to be had,” Gonzalez said. Walker agrees. “If cancer is at its lowest, we can treat it,” he said. “If it’s too late, it’s hard to treat.”
The next move is simple. Take the test. Tell your loved ones. Stay ahead by catching early.
It doesn’t have to be an ordeal. Breathe in, breathe out, and relax. All it takes is a blood test.
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