Why Hims & Hers is Betting Big on a Shocking Super Bowl Ad

Tuning in to the Super Bowl, expecting the usual fun and laughter from commercials. But one ad breaks the mold. Telehealth company Hims & Hers Health has a plan. They're using their 30-second spot to shine a light on a tough topic: America's weight problem. The ad, set to air in the third quarter, won't feature celebrities or jokes. Instead, it'll hit viewers with rapid-fire images of scales, measuring tapes, and people struggling with their weight. The narrator will tell us straight up: the weight loss industry makes billions off our failures. And those life-changing meds? They're too expensive for most. Hims & Hers isn't new to the weight loss game. They already sell these meds directly to consumers. But why go this route for their Super Bowl debut? Well, they can't compete with the big guys like Allstate or Geico on budget. So, they're taking a different path. A punk rock aesthetic, as Dan Kenger, their chief design officer, calls it. They want to stand out and be real. But is it risky? Yeah, for sure. Past Super Bowl ads tackling serious topics didn't always go over well. Remember Nationwide's sad kid ad? Not everyone wants to think about heavy stuff during the Big Game. But Hims & Hers is betting on a different reaction. They hope viewers will connect with their authentic message and check out their services. The ad won't be cheap, with Fox charging over $7 million for a 30-second slot. And it's not just about selling meds. Viewers will need to consult a doctor first. Hims & Hers wants more people to know they exist. They're the underdogs, the innovative upstarts in healthcare. And they're ready to make a splash.