{"id":53167,"date":"2021-02-03T12:58:57","date_gmt":"2021-02-03T17:58:57","guid":{"rendered":"https:\/\/asweetlife.org\/?p=53167"},"modified":"2021-02-03T12:58:57","modified_gmt":"2021-02-03T17:58:57","slug":"dexcom-and-nick-jonas-are-going-to-the-super-bowl","status":"publish","type":"post","link":"https:\/\/asweetlife.org\/?p=53167","title":{"rendered":"Dexcom and Nick Jonas are Going to the Super Bowl"},"content":{"rendered":"

Dexcom is making its Super Bowl Sunday debut with its very first ad for the big game.<\/p>\n

The commercial seems to be a huge indication of Dexcom\u2019s growing stature and ambition. Super Bowl commercials are the most widely-watched and discussed ads in the country, and the most expensive, too. In a sense it\u2019s the continuous glucose monitor\u2019s first turn on one of the world\u2019s biggest stages.<\/p>\n

The 30-second ad features rock star Nick Jonas, a longtime Type 1 diabetes advocate. Jonas was diagnosed with Type 1 diabetes at age 13, and has since been one of the world\u2019s most prominent celebrities with T1D.<\/p>\n

In the 30-second bit, Jonas lists technical marvels of our era, from self-driving cars to the Mars rover, and then asks the camera incredulously, \u201cAnd people with diabetes are still pricking their fingers? What?!?\u201d<\/p>\n

You can watch the ad now at DexcomGameday.com<\/a>.<\/p>\n

In a release, Jonas said, \u201cToo many people with diabetes\u00a0suffer through painful, antiquated\u00a0fingerpricks\u00a0because they don\u2019t know a better way exists,\u201d said Jonas.\u00a0\u201cI truly believe people with diabetes deserve the absolute best care, and\u00a0that\u2019s really the spirit of\u00a0my first Super Bowl commercial.\u00a0It means so much to me to\u00a0bring this message\u00a0of awareness and the need for improved\u00a0CGM\u00a0access\u00a0to\u00a0as many people with diabetes as possible.\u201d<\/p>\n

Even in the Type 1 diabetes community, CGM use is far from universal. Insurance providers can still be reluctant to cover the devices, the out-of-pocket cost typically remains high, and many patients simply cannot afford to pay for the G6. The intended audience of the Dexcom Super Bowl ad isn\u2019t just people with diabetes, but also the medical professionals that advocate for them to the insurance companies. The company hopes that by spreading awareness, demands for the technology will grow.<\/p>\n

Many before have noted Dexcom\u2019s grand ambitions. The Dexcom G6 has already proved to be the killer app of continuous glucose monitors, and the business has made a huge splash by catering to the relatively niche market of people with Type 1 diabetes. But the company hopes to grow far beyond the Type 1 community. In our 2019 interview<\/a> with CEO Kevin Sayer, he confirmed that Dexcom is hoping to tap the significantly larger Type 2 diabetes and pre-diabetes markets. The commercial notably does not mention \u201cType 1\u201d or \u201cType 2.\u201d In the past, Dexcom has estimated that as many as 75% of people with diabetes remain unaware of continuous glucose monitoring technology.<\/p>\n

To be sure, it\u2019ll be a weird Super Bowl. Attendance is limited to about one-third of capacity, to allow for distancing between fans. Many of the most reliable and prominent Super Bowl advertisers\u2014including both Pepsi and Coke\u2014are declining<\/a> to run ads this year. Budweiser, a Super Bowl advertising stalwart, will instead donate the money it would have spent on ad time to coronavirus vaccination relief efforts. Advertisers for traditional products may have a tricky time finding the right tone for this year\u2019s event.<\/p>\n

Your own Super Bowl party may be less boisterous than usual this year. If so, Dexcom would like you to consider watching the big game with Nick Jonas, an \u201can interactive augmented reality experience.\u201d That\u2019s also available at DexcomGameday.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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