Red carpet win for cheeky campaign

Posted 8 July 2026 PM

Novartis has won the prestigious Cannes Lions Pharma Grand Prix Award for its ad campaign, 'Relax Your Tight End'.

The campaign, which raises awareness about prostate-specific antigen (PSA) blood tests, was created with US ad agency Fallon, and is based around a minute-long commercial that debuted during the Super Bowl in February.

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