Hollywood’s golden girl Hailee Steinfeld isn’t just lighting up screens and Spotify playlists these days. She’s stepping into a bold new role that’s equal parts glamour and grit—and it’s got everyone talking.
Picture this: Super Bowl Sunday, millions glued to TVs, nachos in hand. But between the touchdowns and halftime shows, something unexpected steals the spotlight. Steinfeld’s latest project? Let’s just say it’s got depth—and a message that’s hitting closer to home than ever.
On February 10, Hailee Steinfeld stood up for 310K+ Americans with an Instagram video on breast health. Her caption read: “#NovartisPartner The number of women around me who have been impacted by breast cancer directly or in their family has made me realize how important it is to stay proactive when it comes to breast health…” But before this, on February 9, during Super Bowl LIX, Steinfeld debuted a groundbreaking 60-second ad for Novartis titled Your Attention, Please.
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The spot opens with cheerleaders, paparazzi flashes, and partygoers—but quickly pivots to an urgent call for breast health. “Let’s give breasts the attention they deserve most,” Steinfeld declares, urging viewers to visit YourAttentionPlease.com. The ad, co-starring comedian Wanda Sykes (a breast cancer survivor), targets rising cancer rates and spotlights early detection. “It really is about reframing the narrative,” Novartis CMO Gail Horwood told ADWEEK…
View this post on Instagram A post shared by hailee steinfeld (@haileesteinfeld)
“Just remind people that everybody spends a lot of time thinking about breasts, but maybe we should pay attention when it matters most,” Horwood added. With 1 in 8 U.S. women diagnosed with breast cancer—and screenings lagging—Steinfeld’s message is urgent: “You think you’re fine. You’re young, you’ll get there when you get there, you’ll handle that down the road. And then it sneaks up on you.”
The ad’s cheeky tone and inflatable bras hook viewers before hitting hard with stats: “Over 6 million women watching today’s game may be diagnosed with breast cancer.” Sykes, diagnosed in 2011, adds gravity: “Early detection saved my life.” Steinfeld, meanwhile, is laser-focused on Gen Z.
“Knowing that we can start being screened as early as in our 20s is so important,” she stresses. It’s not ‘down the road’—it’s now. The campaign’s secret weapon? A quiz on YourAttentionPlease.com that assesses personal risk. “It takes minutes. That is absolutely worth having as soon as possible,” Steinfeld says. She is not alone in this awareness drive.
NFL designer Kristin Juszczyk joins the huddle
Enter Kristin Juszczyk—NFL fashion icon and wife of 49ers star Kyle Juszczyk—who left a heartfelt comment on Hailee Steinfeld’s Instagram post: “Love being apart of this with you ❤️.” Juszczyk, who lost a family member to breast cancer, appears briefly in the ad. Her involvement? Personal. “We wanted our message to be conveyed by authentic storytellers,” Horwood explained.
Juszczyk’s rise—from custom puffer jackets for Taylor Swift to NFL licensing deals—mirrors the ad’s ethos: turning attention into action. Her message to Steinfeld? Solidarity. Because when it comes to health, every voice matters.
And the stats don’t lie:
310,000+ U.S. women will be diagnosed with breast cancer in 2025.
will be diagnosed with breast cancer in 2025. 99% survival rate when detected early.
when detected early. 40% of eligible women skip mammograms.
Sykes puts it bluntly: “My big b—- saved my life.” Steinfeld, meanwhile, is pushing for youth engagement: “I’m so grateful to have the opportunity to share with a 25-year-old that there’s so much power in knowing your body and knowing your risk.” But Novartis isn’t stopping here.
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USA Today via Reuters Jan 28, 2024; Santa Clara, California, USA; Kristin Juszczyk wears a custom made jacket in show of her support for her husband San Francisco 49ers fullback Kyle Juszczyk (not pictured) as she poses for a photo with Claire Kittle, wife of tight end George Kittle (not pictured) before the NFC Championship football game against the Detroit Lions at Levi’s Stadium. Mandatory Credit: Kelley L Cox-USA TODAY Sports
The ad kicks off a year-long push with partners like Susan G. Komen, aiming to slash screening barriers. It does not seem like just a game-day stunt. They’re building a movement. For Steinfeld, the cause hits home. “Breast health should never be an afterthought. Make time to check in—with the doctor, with family—and stay ahead of breast cancer,” she shared. Steinfeld’s ad masterfully blends sass with substance—but will it move the needle?
Can a flashy Super Bowl spot truly shift how we prioritize health? And with allies like Juszczyk amplifying the message, could this be the playbook for future advocacy?
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One thing’s clear: When Hollywood glitz meets NFL grit, the result is unforgettable. So, grab those nachos, cheer for the Chiefs, Eagles, or any team of your choice—but maybe, just maybe, sneak a peek at YourAttentionPlease.com during halftime.
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