"A new ad scheduled to air during the big game, from the telehealth company Hims & Hers, opens with the provocation "Rich people live longer." A dizzying montage spoofing America's wealthiest and most wellness-obsessed characters follows: An ageless man bathes in red light in the manner of Bryan Johnson, the multimillionaire who rose to fame for his fanatical efforts to live forever."
""America's healthcare is a tale of two systems: one elite, proactive tier for the wealthy, and a broken, reactive one for everyone else," Kenger said. Hims & Hers' actual offerings, which include diagnostic blood testing and hormone therapy, may be more mundane than a facelift, but the ad emphasizes one thing they all share: They're all available to you, for a price."
Hims & Hers aired a Super Bowl ad asserting that wealthy people live longer and showcasing exaggerated wellness rituals associated with the rich. The commercial positions the company as a route to concierge-style, on-demand medical care and cutting-edge therapies for consumers who pay out of pocket. The campaign links offerings such as weight-loss, hair restoration, diagnostic blood testing, and hormone therapy to a broader promise of personalized, proactive health services. The ad frames American health care as divided between an elite, proactive tier and a broken, reactive system for everyone else, emphasizing access for those who can pay.
Read at The Atlantic
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