Imagine a pharmaceutical giant stepping out of the lab and into the spotlight of pop culture, rallying stars to challenge deep-seated stigmas around health issues— that's exactly what's unfolding with Eli Lilly's exciting new alliances. But here's where it gets intriguing: Are these celebrity partnerships genuinely empowering patients, or are they just savvy marketing tricks? Stick around as we dive into the details, exploring how Lilly is blending entertainment with education to tackle obesity and sleep apnea head-on.
Key insights
In just the last couple of weeks, Lilly has unveiled two fresh collaborations: one with the charismatic Queer Eye fashion expert Tan France, and another with NBA superstar Shaquille O’Neal.
France shared with MM+M that this initiative resonates deeply with his ongoing role on Queer Eye, where he helps individuals embrace their true selves, build confidence, and shed the burden of shame.
As 2025 winds down, Lilly's gaze is already fixed on ambitious strategies for 2026.
Over recent years, Eli Lilly has deliberately embraced pop culture as a core part of its brand identity.
From sports icons to movie stars—like their past campaign with Julianne Moore on brain health—or even fashion worlds, Lilly has built connections with high-profile personalities to spotlight the conditions their medications address.
Just in the past fortnight, Lilly revealed partnerships with Queer Eye's Tan France and NBA legend Shaquille O’Neal, as detailed in a recent MM+M article on celebrity pharma ads featuring Shaq alongside Nick Jonas and Jesse McCartney.
Lina Polimeni, Lilly’s senior vice president and chief marketing officer for consumer products, emphasized that while famous faces can amplify awareness for a campaign, the ultimate priority is improving real-world results for those affected by health challenges.
Polimeni explained that her team evaluates every opportunity based on the campaign's primary goal: ensuring patients gain access to effective treatments.
“Even our celebrity partnerships are rooted in genuine patient needs,” she noted.
Tackling obesity stereotypes through style
Through the partnership with France, Lilly is adopting a chic approach to dismantle misconceptions about obesity.
France is lending his talents to Lilly’s Changing the Thread Collection, which showcases garments adorned with personal stories from individuals detailing their experiences with obesity. To highlight this, there's a complimentary interactive exhibit opening in New York this Friday and Saturday.
Supporting Lilly’s Zepbound, a GLP-1 receptor agonist medication, France will champion efforts to fight against prejudice and discrimination related to obesity. For beginners, GLP-1 drugs work by mimicking a hormone that regulates appetite and blood sugar, often helping people manage weight when combined with lifestyle changes.
He revealed to MM+M that the project mirrors his Queer Eye mission of encouraging self-expression, empowerment, and overcoming shame.
“[The clothing] narrates the wearer's journey, revealing how it led them to conceal themselves, fostering feelings of shame and isolation,” he explained. “We hope this sparks greater empathy and openness in how people perceive others.”
Via his role in Changing the Thread, France engaged directly with exhibit contributors, discussing their lived experiences and motivating them to recognize that they have viable paths to managing a long-term health issue.
Drawing from his fashion background, he mentioned how this effort felt personal, as many shared how ingrained biases about body size turned clothes into barriers to joy instead of sources of uplift.
As Lilly ramps up promotions for its GLP-1 products that confront entrenched societal biases, France expressed eagerness to contribute to a broader movement rejecting the notion that weight struggles are merely individual shortcomings.
While he hopes those dealing with obesity will visit the two-day event, he also envisions a varied crowd participating in kind-hearted dialogues.
“I believe Lilly chose me because I connect with a wide demographic, and I don't endorse just anything,” he stated. “I've earned trust by backing causes I truly value, so I'm simply inviting everyone to come along and join the conversation.”
And this is the part most people miss: Is France's fashion-forward advocacy a game-changer for stigma, or could it inadvertently reinforce beauty standards? What do you think—does blending high fashion with health education truly help, or does it distract from the core medical issues?
Shaq takes on sleep apnea
Simultaneously with its stylish launch, Lilly is intensifying its focus on athletic heroes.
Shortly before the France announcement, Lilly partnered with Shaq to highlight moderate-to-severe obstructive sleep apnea (OSA).
Building on its Don’t Sleep on OSA effort, the campaign educates on symptoms and therapies for this common condition, where breathing interruptions during sleep can lead to fatigue, heart problems, and more. Polimeni attributed the superhero theme to collaboration with Area23, a 2025 MM+M Agency 100 winner.
Polimeni pointed out that despite O’Neal's fame as a legendary athlete and his roles in ads for companies like The General Insurance and Papa John’s, his true contribution here stems from his personal battle with sleep apnea.
She praised his blend of wit and sincerity in delivering the campaign's key messages through various media outlets.
“The highlight of this teamwork was Shaq being authentically himself—funny, upbeat, and genuine,” she remarked. “Yet, he was quick to acknowledge that this isn't a joke; it's a serious health matter.”
As 2025 draws to a close, Lilly's sights are set on major initiatives for 2026.
Recently, Lilly unveiled its lineup of Team USA athletes for the 2026 Olympic and Paralympic Games in Milano Cortina, scheduled for February.
Looking ahead, Polimeni indicated that the company will persist in capitalizing on cultural trends to amplify its messaging, all while prioritizing patient needs in its advertising.
In a healthcare landscape marked by turbulence this year—with debates swirling about the viability of medical marketing—Polimeni found reassurance in a straightforward strategy.
“As long as we center our efforts on the patient—and it might seem elementary—but that's the reality, and it's been a crucial anchor for me this year,” she concluded.
But here's where it gets controversial: In an era of pharma giants facing scrutiny over drug pricing and access, do these celebrity-driven campaigns genuinely prioritize patients, or are they more about boosting profits? Could linking fame with health issues oversimplify complex conditions, leaving some patients feeling unheard? We'd love to hear your thoughts—do you see these partnerships as innovative empowerment or just clever branding? Agree or disagree in the comments, and let's discuss!
