Shortly after making her debut in a State Farm campaign, Caitlin Clark, a basketballer of the Indiana Fever, is now the face of Lilly’s corporate campaign. Lilly, a self-proclaimed “medicine company”, is putting the spotlight on exercise as a powerful form of preventative medicine in this new campaign.

Emphasizing Health Above All

Lina Polimeni, the CMO at Lilly Consumer, admits that a medicine company advocating for movement could be seen as counterintuitive. However, she stresses that their belief system focuses on ‘Health Above All’. The campaign aims to bridge the gap between saying and doing, demonstrating what it looks like when you actually live that belief.

Partnering with Caitlin Clark

Lilly chose to collaborate with Caitlin Clark because of her understanding of a simple, yet profound concept. She believes that everyone has the potential to start, regardless of their current state of readiness.

The :30 spot in the campaign features Clark playing basketball, interspersed with scenes of various athletes in action.

“Start How You Can” Campaign

The campaign, developed by Wieden+Kennedy Portland, is set to launch on May 9, coinciding with the start of the WNBA season in Indianapolis. Clark has been a Lilly ambassador since 2024, championing health outcomes in Indianapolis and Indiana alongside Lilly. The Lilly logo has been a proud feature on the Fever jerseys since early 2024.

A Nationwide Reach

The campaign extends beyond Indiana, marking the Fever’s first road game at the Los Angeles Sparks with an out-of-home (OOH) “roadblock” at Circa and Moxy. It also features ads in New York and digital initiatives, managed by Publicis Alchemy. The media mix includes print ads in The New York Times, Los Angeles Times, and Indianapolis Star, social media takeovers, cinema ads, and broadcast channels.

Real Conversations Through Cultural Moments

Lilly aims to be present during cultural moments to encourage real conversations. Upcoming events including the NBA Playoffs, FIFA World Cup, and America’s 250th anniversary will feature campaign material. Polimeni highlights Lilly’s continued investment in WNBA media, stressing the importance of supporting women’s sports regardless of ratings.

Clark is also associated with Capitol One and Nike, amongst others.