Lilly takes a closer look at how weight affects the lives of people like the woman riding the subway. The narrator of the 60-second explains that shame “showed up when I was young and stayed like a shadow, living in glances of people I loved, and ones I didn't even know, always reminding me of my body's supposed value.”

The ad shows the glances the woman received, the look of a loved one at the dinner table and a twitch of the eyes of a stranger on public transport. In the final section, the woman casts off the shame, asking what good it does, and is shown happily dancing and swimming. “Health is not about what weight we lose, it's about all the things a body can gain,” the ad concludes. 

Lilly’s intervention comes one year after Novo Nordisk’s rival GLP-1 drug was name-checked in the Oscars ceremony, when comedian and TV host Jimmy Kimmel delivered the line “when I look around this room, I can’t help but wonder, ‘Is Ozempic right for me?’”

Dir: Malik Hassan Sayeed

Prod Co: Little Minx

Storyboards: Anoxi, Inc.