Hims & Hers to air its first Super Bowl spot, promoting weight loss drugs

Nestled in between the ads for pizza, tacos, chips and other calorie-laden snack foods, Super Bowl viewers might be surprised to see a different kind of commercial. Hims & Hers, the direct-to-consumer telehealth brand, will make its Big Game debut with a 60-second spot highlighting obesity and promoting its weight loss treatments. “There’s an obesity epidemic and we feel we can bring a ton of awareness to people through the Super Bowl,” said Dan Kenger, chief design officer at Hims & Hers. “There are very few live TV events that we as America all come around and congregate for and this provides a good platform to get that message out there.” Created in-house, the spot takes a bold stance; images of scales and belly fat are followed by health news headlines and gluttonous junk foods as a voiceover throws out alarming stats—“74% of us are overweight and obesity leads to half a million deaths each year,” the voiceover says. The second half of the spot promotes Hims & Hers weight-loss medication, which it touts as “affordable, doctor-trusted and formulated in the USA.” Read more: GLP-1 marketing trends to know about The spot is slated to air in the third quarter. Kenger said the ad’s brash use of food imagery is intentional. “We aren’t trying to make you laugh or throw a celebrity at you—we’re trying to educate you and make you aware of what we’re doing visually in a way that’s bold and cuts through the noise,” he said. “We’re using food as a tactic to speak to the larger mission and larger message,” Kenger added, stating that our society is set up for people to fail at eating healthy because of the price of both food and health care. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today The Super Bowl spot is part of a larger campaign as Hims & Hers continues to highlight its weight loss treatments. The ad will air after Feb. 9 in 30-, 15- and 6-second versions on both broadcast and digital channels. The brand worked with Tinuiti on media duties. After entering the weight loss conversation in late 2023 with its GLP-1 weight loss injections, Hims & Hers has quickly cemented its reputation as a destination for such drugs. Last fall, the company ran a series of weekly print ads to raise awareness of obesity in the Sunday edition of the New York Times for 13 weeks.

Hims & Hers to air its first Super Bowl spot, promoting weight loss drugs

Featured Stories