#super-bowl-ads

#super-bowl-ads

Last year, the Super Bowl emanated from the eye of the vibe shift. Donald Trump had just scored his first popular-vote victory, remaking American consensus, and brands far and wide scrambled to meet the tastes of a newly MAGAfied polity. In practice, that mostly resulted in a revival of obnoxious early 2000s machismo-girls in bikinis, Shane Gillis, dewy-eyed tributes to the heartland, and so on. It was a bleak enterprise.

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 "But if our message makes the industry uncomfortable, it's because we're exposing an outdated system that benefits the very few at the expense of everyone else."