Hims swaps Christmas for 'Sexmas' in holiday push from Maximum Effort

Ryan Reynolds' agency spotlights erectile dysfunction, including on a Times Square billboard

Published On
Dec 01, 2021

Editor's Pick

Screw Christmas; “Have Sexmas!” That’s the tagline of sexual health brand Hims’ holiday campaign, which debuted today in partnership with Ryan Reynolds’ agency Maximum Effort. (You had me at “Sexmas,” Ryan.)

The hero spot appears to be a typical holiday ad set to the tune of cheery bells and Whoville vocals. A montage of shots shows hands opening the tabs on a tree-shaped Advent calendar, revealing tasty looking chocolates. That is, until the final date opens to reveal a Viagra tablet, nestled on a velvety pillow. The music intensifies and the text “unwrap each other this year” appears on screen.

The video points viewers to the “Have Sexmas” landing page, which will offer free consultations to potentially receive erectile dysfunction medication and connect visitors to Hims and Hers’ sexual health product pages. The website slogan? “O come, all ye playful.”

Sexmas landing page

“It’s odd that intimacy literally brings relationships closer together and yet we don’t talk about it all during the season of warmth and giving to others," said George Dewey, president of Maximum Effort and chief brand officer of MNTN, in an email. "We’re thankful Hims has the bravery to bring it up. No disrespect to Hershey’s kisses but real kisses would do the world - and a lot of families - a lot more good and we wanted to shine a little Christmas light on that."

The campaign will run from today to December 26 and feature variants on Hulu, paid digital and owned social channels as well as unique creative on social media tied to the campaign. Hims will also push “Have Sexmas” out of home on billboards, including one in Times Square, throughout the month.

Sexmas billboard