Hims & Hers Hopes Super Bowl Commercial About Obesity Stands Apart From Pack of Snacks

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Rather than primarily aiming for entertainment, commercials during the Super Bowl often strive for that purpose. However, an advertisement lasting a minute from the telehealth company Hims & Hers Health might opt for a distinctly different approach.

During the third quarter of Fox’s Super Bowl LIX broadcast on February 9, an advertisement will be shown that highlights obesity as a widespread issue in America, stating that treatments for it are financially out of reach for many average citizens. This ad employs a montage of clips to convey its message, featuring rapid-fire statistics, scales, measuring tapes, and individuals who exceed the standard weight for healthy living.

The speaker introduces the multi-billion dollar American weight loss market: ‘Welcome to this world.’ It thrives off our struggles,’ he notes. He also mentions that while there are effective drugs available, their costs are primarily driven by profit, rather than patient needs.”

Or simply:

“The speaker introduces the $160 billion American weight loss industry, which profits from our difficulties. He adds that although there are effective medications, they’re priced based on profit, not patients’ needs.

Hims & Hers has begun marketing weight-loss medications directly to consumers, aiming to distinguish itself amidst a sea of advertisements from Novo Nordisk, a company well-known for producing Ozempic and Wegovy, two weight-loss drugs that frequently appear during commercial breaks.

Nevertheless, it’s crucial to note that speaking directly to consumers during the Super Bowl, often referred to as America’s largest annual media spectacle, can carry some risk. The event is traditionally known for its humor and unexpected moments. Most viewers tune in anticipating laughter or a surprise. Instead, they might encounter an overflow of advertisements for candies, beers, snack foods, and the like.

Occasionally, when viewers are presented with challenging themes, they may express reluctance or resistance. For instance, Nationwide Insurance aired an advertisement for the Super Bowl in 2015 featuring a young narrator discussing missed experiences due to his demise. The audience discovered that he was dead. Simultaneously, Nissan played the emotionally poignant song “Cat’s in the Cradle” during a commercial showing a child growing up neglected and disconnected as his father prioritized other interests.

There’s potential for substantial benefits from taking a daring approach, as the obesity treatment market is projected to reach up to $200 billion by 2031. This prediction comes from a report published in September by Morningstar and Pitchbook. By 2029, approximately 16 new drugs could enter this market, contributing around $70 billion to its total value.

Smaller companies like Hims and Hers recognize they might not be able to grab attention with conventional Super Bowl ad themes featuring celebrities, given their limited resources compared to industry giants such as Allstate or Geico. As Dan Kenger, the chief design officer of Hims & Hers, explains during an interview, “If you can’t compete on the same level, find a different battlefield.” Essentially, they are trying to take a unique approach by going against the norm and carving out their own space in the market.

The advertisement features a “punk rock” vibe, as stated by the executive, and it challenges and criticizes the status quo while being truthful. Our aim is for it to stand out amidst the clutter and connect with people on an authentic level. Viewers are invited to explore digital platforms for further details about how they could utilize the company’s services.

The location might surprise viewers and could spark discussions, as pharmaceutical advertisers during the Super Bowl, a rather limited number, have historically done so. For instance, back in 2016, AstraZeneca aired an ad addressing “opioid-induced constipation,” which underscored the severity of painkiller addiction issues in America. Typically, these advertisements must disclose all potential side effects, sometimes leading to commercials lasting 90 seconds or longer. Given that Fox is asking over $7 million for a 30-second spot this year, such expenses can be quite steep.

Generally speaking, Hims & Hers often displays video commercials on both traditional TV and streaming platforms. However, some of these ads are direct-response type, which means they continue to air until their effectiveness wanes as per Karger’s statement. This telehealth company, known for providing therapy and treatments like hair loss remedies and medications for erectile dysfunction, has also experimented with outdoor advertising and digital marketing. The Super Bowl, though, represents the first instance where a unique ad was specifically created for a specific product, as Karger explains.

The advertisement produced internally utilizes numerous images sourced online by Hims & Hers team members. To obtain licenses and permissions for these ‘found’ visuals, an external agency with expertise in this area was hired, as stated by Kenger. The second half of the commercial, featuring real individuals who could potentially benefit from the company’s offerings, was filmed in Atlanta.

The company might encounter challenges due to the fact that customers can’t simply order weight-loss medications with a single click. Instead, they must engage in a consultation with a doctor before proceeding with the process.

Kenger mentions that not everyone will necessarily have a telehealth visit with Hims & Hers during the third quarter. Instead, he emphasizes the importance of raising awareness about the brand. “I believe this could be many people’s first encounter with us,” he admits. He also expresses that they aspire to present themselves as a determined underdog, a relatively small player in healthcare, but one that is youthful and innovative. He suggests that if people recognize Hims & Hers as a trendy, contemporary brand that understands and caters to today’s approach towards managing these conditions, it would be a victory for them.

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2025-01-28 17:25