Super Bowl Sunday is the biggest stage in advertising—127.7 million Americans tuned in last year—and in 2026, GLP-1s are officially part of the main event. After last year’s controversy-filled debut, weight loss and metabolic health have gone fully mainstream, with Ro, Novo Nordisk, Eli Lilly, and others all taking their shot during the game. For Ro, this moment marks a major cultural inflection point: GLP-1s have moved from whispered conversations to a normalized, evidence-based option for managing weight and long-term health. Nearly 1 in 8 U.S. adults have tried a GLP-1, stigma is fading fast, and the Super Bowl has become the rare moment where tens of millions of people are not just tolerating ads—but actively watching them.

Ro’s first-ever Super Bowl commercial stars Serena Williams and launches the brand’s new national campaign, “Healthier on Ro.” In the spot, Williams shares what her year on a GLP-1 has actually delivered: 34 pounds lost, steadier blood sugar, less stress on her knees, and cholesterol down 30%—with some health markers now better than when she was competing professionally. Her story captures what the campaign is about: GLP-1s aren’t shortcuts, they’re tools—and when paired with high-quality medical care, they can meaningfully change people’s lives. Backed by a national rollout across TV, digital, social, and out-of-home, and launching at a moment when new pill options and lower prices are expanding access, “Healthier on Ro” is designed to do more than break through on game day—it’s meant to give millions of people permission to take their health seriously and see what’s possible.