Big pharma once again showed up for the Superbowl, or their ads did at least. But those pricey spots, while didn’t connect the dots to inspire the American public with their role in getting important therapies to the patients that need them. Were they moving? Sure. But will they move the needle where it really counts? Probably not.

Over the course of just seven days, we saw two biopharmas do cannonballs into the collective cultural pool with marketing efforts that just might impact the trajectory of the national conversation about medicine, science, and progress.