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Hims & Hers set for Super Bowl ad debut highlighting GLP-1 weight loss drugs

Hims & Hers’ decision to advertise at the Super Bowl represents an ambitious play for the brand as it positions itself in the heart of the ongoing GLP-1 phenomenon.

Jack O'Brien

January 28, 2025

11:59 am

Image courtesy Hims & Hers, used with permission.

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Early indications suggested health brands would be sitting out Super LIX, but that changed Tuesday morning.

Hims & Hers revealed that it will make its Big Game debut with a minute-long ad highlighting its compounded GLP-1 weight loss drug offerings.

Set to Childish Gambino’s 2018 hit song “This Is America,” the ad hones in on the pervasive nature of obesity in America.

In “Sick of the System,” a voiceover declares that obesity is America’s “deadliest epidemic” — contributing to an estimated 500,000 deaths per year.

However, in a break from prior messaging around weight loss that cast blame on the patient for their perceived moral failings or lack of self-discipline, the ad instead critiques the nation’s multibillion-dollar weight loss industry.

“Something’s broken, it’s not our bodies — it’s the system. Welcome to weight loss in America, a $160 billion industry that feeds on our failure,” the voiceover reads. “There are medications that work, but they’re priced for profits, not for patients. This system wasn’t built to help us. It was built to keep us sick and stuck — but not anymore.”

The last 20 seconds of the ad highlights Hims & Hers’ compounded GLP-1 drugs, calling them “affordable,” “doctor-trusted” and “formulated in the U.S.A.”

Additionally, the brand tells viewers that they can access a personalized weight loss treatment plan designed by a doctor to help them achieve their respective goals.

The ad finishes off with a short, but encouraging tagline: “You deserve to feel great in your body. This is the future of healthcare. This is Hims & Hers. Join us in the fight for a healthier America.”

The ad prompts viewers to visit the company’s two websites for more information about the prescription drugs and weight loss options.

The commercial was produced by multi-disciplinary production company The Sweet Shop, with support from Little Moving Pictures.

Hims & Hers’ decision to advertise at the Super Bowl — where 30-second slots have sold for at least $7 million each — represents an ambitious play for the brand as it positions itself in the heart of the ongoing GLP-1 phenomenon.

Eli Lilly and Novo Nordisk have had multiple FDA-approved GLP-1 drugs on the market since 2022, though record-high demand, chronic supply shortages and pricing concerns have created challenges for the drugmakers.

Though the medications have largely been a boon to the two market leaders, patients have had issues accessing the drugs due to limited insurance coverage. Without health insurance, the drugs can cost thousands of dollars per month.

In the midst of this unprecedented situation, Hims & Hers stepped forward with its compounded GLP-1 drug offerings in May 2024.

The digital pharmacy startup priced its oral medication kits at $79 per month, while its compounded GLP-1 injections go for $199 per month.

In November, the company launched a GLP-1 tracker amid ongoing shortages of the medications.

These strategic moves in the consumer health space have benefited the company from a financial perspective.

Its revenue totaled $401.6 million in Q3, up 77% year-over-year, per the company’s latest earnings report. Additionally, subscriber growth excluding contributions from its compounded GLP-1 solutions increased 40% year over year during the period.

The company’s stock also jumped more than 2% in the hours after the Super Bowl ad announcement was made.

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Hims & Hers set for Super Bowl ad debut highlighting GLP-1 weight loss drugs

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