The Super Bowl is about to get a dose of reality, and it's not just about the game. Americans are about to witness a powerful message that hits close to home: the allure of living like the rich and the secrets of their longevity.
The telehealth company Hims & Hers is set to air an ad during the big game, and it's a provocative one. It begins with a bold statement: "Rich people live longer." And it's true; the wealthy have access to a different world of healthcare, one that most of us can only dream of. But here's where it gets controversial: Hims & Hers wants to bridge that gap, offering a glimpse into a world of personalized, cutting-edge therapies.
The ad features a montage of America's wealthiest and their obsession with wellness. From Bryan Johnson's red light baths to Jeff Bezos' age-reversal ventures, and even a nod to Kris Jenner's infamous facelift, it's a playful yet thought-provoking portrayal. Dan Kenger, the chief design officer, describes these characters as "symbols of an intimidating, members-only healthcare culture." And he's right; the parallels to real life are striking.
Hims & Hers is known for its weight-loss and hair restoration treatments, but this ad takes it a step further. It positions the company as a gateway to elite healthcare, where concierge doctors are at your beck and call. "America's healthcare system is divided," Kenger explains. "There's an elite, proactive tier for the wealthy, and a broken, reactive one for everyone else."
Telehealth platforms like Hims & Hers offer a different approach. Patients can pay out of pocket for quick treatment, bypassing the traditional healthcare system. While most ads focus on the convenience, this one hints at something deeper: a transaction between patient and company, a shortcut to the healthcare elite.
But here's the catch: telehealth platforms have come under scrutiny. They've been likened to an Amazon for drugs, making it easier to obtain prescriptions for controlled substances like Adderall and testosterone. While they offer cheaper alternatives, the medical community raises concerns. Two telehealth practices have been sanctioned for inappropriate stimulant prescriptions in the past two years alone.
Last year's Super Bowl ad from Hims & Hers focused on democratizing care, specifically GLP-1s for weight loss. It blamed America's obesity epidemic on an unaffordable healthcare system. When name-brand GLP-1s like Wegovy hit the market, they were out of reach for most. Celebrity rumors and envy fueled a demand for cheaper alternatives, and Hims & Hers was ready to capitalize.
But GLP-1s are just the beginning. Testosterone, peptides, and other untested drugs are in high demand too, thanks to their endorsement by wealthy figures like Gwyneth Paltrow and Joe Rogan. Hims & Hers has expanded its offerings, launching low-testosterone treatments and acquiring a peptide-manufacturing facility. They plan to create their own "personalized" drugs, evoking the treatments enjoyed by the rich.
However, the medical community is wary. They worry that telehealth platforms make it too easy for patients to access unsafe or unnecessary drugs. The Obesity Society warns against compounded GLP-1s, which may lack the appropriate active ingredients. The FDA has even asked the Justice Department to investigate Hims & Hers for selling compounded GLP-1 pills, a move to restrict their marketing.
Hims & Hers' ad is a clever play on Americans' frustration with healthcare. It positions itself as a champion of justice, narrated by the socially conscious rapper Common. With 71% of Americans worried about healthcare costs, according to Pew Research, the ad hits a nerve. But it also highlights our obsession with billionaires' wellness habits, from peptides to keto diets, even when the benefits are questionable.
While Hims & Hers accurately diagnoses the wealth gap in health and longevity, its prescribed treatment seems questionable. The ad is a powerful statement, but it leaves us with more questions than answers. What are your thoughts? Is Hims & Hers offering a solution, or just exploiting a broken system? Let's discuss in the comments!
