Creatives React: Hims & Hers’ Super Bowl Ad Goes for the Gut

Hims & Hers didn’t hold back in its debut Super Bowl ad. In an effort to market weight-loss drugs that are “affordable,” “doctor-trusted,” and “formulated in the USA,”  the telehealth company went straight for the gut of the American healthcare system. 

In “Sick of the System,” created in-house, Childish Gambino’s “This is America” plays in the background as a narrator calls obesity America’s deadliest epidemic. Disturbing statistics related to obesity flip past, along with images of cereal, pie, and fast food.  

“Something’s broken,” the narrator says. “It’s not our bodies; it’s the system. Welcome to weight loss in America, a $160 billion industry that feeds on our failure.”

It’s one of the more gravely serious ads we saw this year, and it quickly sparked controversy. On X, some users accused the brand of hypocrisy, given that it sells weight loss products made in the very country it lambasts. Others chastised Him & Hers for being “woke.” Others suggested they felt personally and unreasonably attacked for their weight.

ADWEEK asked advertising insiders to weigh in on the ad and share what works and doesn’t. Here’s what they said.

Ryan Paulson, chief creative officer, New York, Dentsu Creative:

I have no issue calling out a broken health care system (though the fact that they are also selling weight loss drugs muddies that message a bit). For me, the issue is more creative.

This ad really misread the moment of the Super Bowl. Provocative can be great, but not only was this execution a downer, it also seemed to lay some of the blame on us as consumers for contributing to the weight-loss industry. Or maybe I just felt guilty ‘cause I was eating my second chocolate chip cookie when it came on.

Then again, if the brand wanted to start some conversation around weight loss and our health care system, they may have accomplished their goal. I just think there was a more entertaining way to do it.”

Michelle Edelman, CEO & CSO at PETERMAYER:

I have mixed feelings about this ad. Kudos for Hims & Hers for making weight loss medications accessible to all. I agree that tackling weight loss is a watershed to reducing heart disease, diabetes, cancers, and the list of risk factors goes on. However, I do think the ad spends too much time system-bashing. Hims & Hers isn’t going to do anything about changing laws, regulations or the state of care – so in the end, its flag-waving isn’t that useful.

I feel like it’s two completely separate ads—one dissing the healthcare industry and government regulation, and the other, a sales pitch for H&H. Perhaps this was intended. I much preferred back half of the ad with confident patients getting a solution that is finally in their reach.

A good number of advertisers are trying too hard to be provocative with their big game ads. Controversy is a great technique in raising attention and shareability. I just don’t like when it dead ends like this one does.

Ellis Verdi, president at DeVito/Verdi:

I want to like it but I feel duped. It attempts to have a bigger purpose than profits and business–as if it’s a public service commercial for a cause. 

It’s unfortunate that people are overweight and there are a lot of reasons for that including food, knowledge, psychology, upbringing, economics, etc., and yes that’s a big problem but drugs may be the answer for some and potentially a problem and maybe a big problem for others. I’m afraid they don’t have the right to stake claim to solving the problem broadly. 

Weight is relative and not necessarily related to how it looks so showing that may actually work to shame only. 

Also the psychology of weight control requires a far greater reliance on sympathy and positive self-worth especially to be effective for women. In that regard, there is an emotional advertising tact that they could go down. Very emotional. And meaningful, but this falls short. 

With regards to Super Bowl, I feel the same way about this ad wherever it appears. The visibility alone might help the business, but the strategy and creative is a mistake.