Hims & Hers, a fast-growing telehealth and wellness platform, is stepping onto the Super Bowl stage for the first time with an ambitious 60-second ad slated to run during the third quarter. Unlike many Super Bowl spots that lean into comedy, celebrity cameos, or heartwarming sentiment, Hims & Hers is using its moment in the spotlight to tackle a pressing public health issue: obesity. According to the brand’s press materials, more than 40% of adults in the United States are affected by obesity, underscoring why the ad focuses on raising awareness of the epidemic and the challenges of accessing weight loss treatments.
Confronting a Weighty Issue
At a time when comedic and celebrity-packed Super Bowl ads often dominate headlines, Hims & Hers is taking a different route with a message that aims to spark serious dialogue. Their chosen soundtrack, Childish Gambino’s “This Is America,” amplifies the urgency of the topic and reflects a wider cultural conversation about health disparities across the nation. Unlike many health-oriented brands that emphasize inspirational transformations or lifestyle tips, Hims & Hers appears to be zeroing in on the harsh reality of obesity’s prevalence and the socioeconomic barriers to quality care.
In-House Creative and a Design-Focused Vision
The ad was created by Hims & Hers’ own team under the guidance of Chief Design Officer Dan Kenger. By developing the campaign internally, the company retains control over both the messaging and creative execution. This approach differs from that of other major Super Bowl advertisers who rely heavily on large agencies known for crafting crowd-pleasing or viral spots. Instead, Hims & Hers is banking on its internal creative know-how to produce a more focused, mission-driven commercial. This places it closer to brands like Apple or Peloton, which have also relied on in-house teams to shape cohesive messages around lifestyle and wellness.
Cultural Relevance and Potential Impact
By choosing “This Is America” as the soundtrack, Hims & Hers is situating its message within a larger societal context that recognizes deep-seated inequities in the healthcare system. This choice may prove risky or polarizing, given that the song originally served as a commentary on race, violence, and identity in America. Yet, it also has the potential to generate broader cultural resonance and discussion, differentiating the brand from the usual comedic or star-studded narratives that define many Super Bowl commercials.
Conclusion
Hims & Hers’ entry into the Super Bowl ad arena is notable for its choice to confront a major health issue head-on. With a provocative soundtrack and an urgent call to action, the company seems determined to leverage one of the world’s largest advertising platforms to prompt serious reflection on America’s obesity crisis. Whether the spot can balance sobering statistics with an engaging narrative—and stand out amidst a roster of high-production-value commercials—remains to be seen. What is clear is that Hims & Hers aims to stir conversation and position itself as a key player in health solutions, making its Super Bowl debut an event to watch for anyone interested in healthcare marketing that challenges the status quo.
I loved how Hims & Hers used “This Is America” to address the obesity crisis in a powerful way!