Nick Jonas brings a touch of magic to Dexcom's latest Super Bowl spot for the launch of its next-gen diabetes tech

There’s magic in the air for Dexcom as it taps multiplatinum recording artist Nick Jonas to help launch its new, real-time continuous glucose monitoring (CGM) system for diabetes.

In the 30-second spot running during the Super Bowl, Jonas uses sleight of hand to flip Dexcom’s new G7 sensor up in the air, where it lands and is then added to Jonas’ arm.

“This small thing is the next big thing,” Jonas says, then pulls out a smartphone and shows how it can track and predict sugar levels in patients with all types of diabetes.

Jonas first teamed up with Dexcom back in 2015,  and it’s a personal campaign for him, given that he was diagnosed with Type 1 diabetes at 13 years old.

The Super Bowl ad is just one part of a broader awareness campaign that Dexcom wants to show up the “magic moments” people with diabetes can get if they use its products. It asks people to share the personal “magic moments” they are most proud of on social media.

This comes four months after Dexcom kicked off the international rollout of the newest generation of its real-time CGM, the G7, to help adults and children with diabetes digitally track their blood sugar.

Designed to be 60% smaller than its predecessor—Dexcom’s best-selling G6, which first debuted in 2018—the low-profile, disposable G7 includes a combined applicator and transmitter, and it offers a shorter warmup period. The sensor can deliver blood sugar readings and warning alerts 30 minutes after being applied without the need for calibrating fingersticks.

At the same time, the G7 will help spearhead Dexcom’s move into new markets, including users with Type 2 diabetes plus people focused on getting deeper looks into their wellness and exercise.

“Dexcom CGM has changed my life and revolutionized the way I take care of my health,” said Jonas in a press release. “I’m excited for the opportunity to share this new device with the world and to raise awareness around the magic of CGM.”

Jonas' first Super Bowl ad aired two years ago and saw the singer as a “Dexcom Warrior,” donned in a futuristic all-white setting talking about advances in technology like special effects, package-delivering drones, self-driving cars and visits to Mars.

He says, "And people with diabetes are still pricking their fingers? What?" in the 30-second spot, designed to show the next-gen nature of Dexcom’s products.