The Ozempic Games: A Billboard, A City, A Cease & Desist

A billboard appeared over the 101 freeway bearing a single word: Ozempic—wrapped in Olympic rings like a pharma-sponsored fever dream.

Within 48 hours, cease & desist letters landed in my inbox. One from the billboard company. The other from the Olympic Committee.

But maybe, just maybe, it wasn’t about protecting trademarks.
Maybe it was about protecting pharma sponsorships.
After all, LA28’s biggest commercial backers include Eli Lilly—the makers of Mounjaro.

No QR code. No product for sale.
Just a mirror…
…and a system uncomfortable with its own reflection.