Tuesday, March 3, 2026

Gilead launches first Yeztugo DTC campaign with hit-song remake

As Gilead Sciences expands the rollout of Yeztugo, the first FDA-approved HIV pre-exposure prophylaxis (PrEP) option in the U.S. designed for twice-yearly dosing, the company has introduced its first direct-to-consumer campaign for the injectable medicine. The creative centers on a TV commercial that reworks a well-known early-2000s track to make the dosing message memorable.

Pop culture as a vehicle for a clinical message

The spot features a rewritten version of Ciara and Missy Elliott’s 2004 song “1, 2 Step,” adapted as “One2PrEP.” Gilead has said it worked with Ciara to reimagine the lyrics for the campaign, aiming to connect the product name and the dosing concept in a single hook.

Twice-yearly dosing is reinforced throughout the ad

Across the one-minute commercial, the core claim is repeated in multiple ways: the arrival of “twice-yearly PrEP,” a schedule framed as one office visit every six months, and seasonal cues that position the injections around summer and winter as planning anchors.

From Gilead’s perspective, emphasizing the six-month interval is tied to persistence with prevention. The company points to adherence as a key challenge for many people using PrEP and positions a two-times-per-year visit as a differentiator intended to help address that barrier.

High-profile placements and a long runway

The commercial went live in late January, roughly six months after Yeztugo’s FDA approval, with major placements during the Grammy Awards broadcast and the Super Bowl pregame show. The broader “One2PrEP” effort is planned to run through 2026 and beyond, spanning TV, digital, social and print. Gilead is also placing campaign elements in dating apps, in physician waiting rooms and at community events to reach audiences in everyday settings.

Market gap, awareness goals and equity focus

Gilead cites estimates that around 2.2 million people in the U.S. could benefit from PrEP, while about 500,000 currently use a preventive medication. The company also points to ongoing new HIV diagnoses in the U.S. as a rationale for sustained education and conversation.

The campaign is designed for broad, inclusive reach, while also focusing on communities that are disproportionately underrepresented in PrEP utilization, including Black and Latino populations. Gilead describes its objectives as increasing awareness and understanding of PrEP options and encouraging discussions with healthcare providers about prevention.