Havas is forging deeper into the GLP-1 space with a series of YouTube videos about the drug class and its impact on the world. The ad agency is pitching the series as both a science-led initiative to separate fact from fiction and a project that will show the value of serialized episodic online content to brands.
Called “Shape Shifting,” the video series is a first for Havas. The agency is working with Made In Network, which calls itself “a creator age content company,” on videos about health, scientific and cultural topics linked to GLP-1 drugs such as Eli Lilly’s obesity med Zepbound and Novo Nordisk’s diabetes treatment Ozempic that have generated huge sales by enabling significant weight loss.
The host, Chelsea Dalton, set out the scope of the series in an introductory video, asking, “what if major world diseases became small footnotes in history books?” in one breath and stating GLP-1 drugs could affect “fashion to food to healthcare [and] even travel” in the next.
Shape Shifting has posted three full videos, plus the introduction and multiple short films, so far. The full videos, which have clocked up between 245,000 and 536,000 views each at the time of writing, cover subjects such as the side effects of GLP-1 drugs and what the treatments are teaching us about diet.
Havas called the series its first entry in “the creator-driven content space.” Lars Bengston, chief content officer at Havas, set out the thinking behind the series and the decision to expand into the space in a statement.
“Shape Shifting is a clear demonstration of what's possible when we invest in our own editorially driven platforms. By anchoring the series on YouTube and following the principles of cross-platform publishing, we're meeting audiences where they are, showcasing how brands can build sustained engagement around their expertise,” Bengston said.
Havas’ launch of the series at the 2025 Consumer Electronics Show this week came months after the agency created a consultancy focused on GLP-1. The consultancy is working to help companies navigate the sort of GLP-1-triggered changes Havas is now discussing in its video series.