"Pfizer is certainly used to worldwide commercial success, big ad spending and blockbuster sales, given its work on Viagra and Lipitor in the past. But this is also a major moment for German biotech BioNTech, which originally developed the mRNA shot. Before its deal with Pfizer in April 2020, it was a little-known startup; now it's really made it, U.S. style, and gone full Hollywood."
https://www.fiercepharma.com/marketing/pfizer-and-biontech-take-hollywood-they-sponsor-oscars