Dan Kenger, the chief design officer at Hims & Hers, told Business Insider that the figures in the ad "aren't specific individuals," and instead "symbols of an intimidating, members-only healthcare culture." Kenger said Hims & Hers is aiming for the ad to be a provocative conversation starter about health inequity. "We don't shy away from uncomfortable truths, and we fully expect this will ruffle some feathers," Kenger said. "But if our message makes the industry uncomfortable, it's because we're exposing an outdated system that benefits the very few at the expense of everyone else."