The New England Patriots and Seattle Seahawks may not face off in the Super Bowl until next weekend, but the commercials many listen to have started airing.
Telehealth startup Hims and Hers launched a provocative ad Thursday titled “Rich People Live Longer,” narrated by rapper Common.
The commercial begins with a family posing for photos while a fast piano riff plays, reminiscent of the hit’s title sequence. HBO to show Successionwhich follows an ultra-wealthy Murdoch-inspired family that owns a media conglomerate.
In the ad, the title “Spends Millions Cheats Death” flashes across the screen before a Jeff Bezos-like figure — a man in a blue spacesuit removing a cowboy hat in front of a rocket — appears on a television, a reminder of his first Blue Origin spaceflight in 2021. A man and woman stare at each other in exasperation.
Bezos is an investor in biotech startups Alto Laboratories And Biotechnology Unitwhich studies cellular rejuvenation and the elimination of senescent cells, older cells that have stopped dividing but do not die and appear to be a cause of age-related diseases.
Next, a lookalike of millionaire and longevity-obsessed Bryan Johnson stands under a red light in a dark room for a cosmetic treatment called red light therapy, for which he is known. to use to make him look younger.
“They’re generous to feature me in their Super Bowl commercial. My mom said she was proud,” Johnson said. Fortuneadding that his Don’t Die movement is now “mainstream.”
Bezos did not immediately respond Fortune request for comment.
Luxury healthcare can range from Dear At eccentricbut Hims and Hers wants to challenge the idea that you have to be rich to get good health care.
“The campaign focuses on the uncomfortable truth that health care in the United States is a tale of two systems: a proactive, elite tier for the wealthy, and a broken, reactive tier for everyone else,” the company said in a statement. statement.
According to a study, two in three Americans worry about the cost of health care, more than other necessities like groceries and housing. recent survey from KFF.
Health care premiums increased for about 22 million people after the Affordable Care Act’s enhanced subsidies expired at the end of 2025. little hope that the Senate will vote on the ACA subsidy expansion bill that the House passed on January 8.
“For too long, the gold standard in healthcare has been a closely guarded secret for the wealthy,” Andrew Dudum, co-founder and CEO of Hims and Hers, said in the release. “It’s time to start democratizing access to the kind of proactive, personalized care that everyone deserves.” »
Hims and Hers offers diagnostic tests, hormone treatments and cancer blood tests.
The company saw a 650% increase in traffic to its website after the ad aired, according to Hims & Hers data the company shared with Fierce Healthcare.
The ad is a splashy follow-up to last year’s one-minute spot “Fed up with the system” which accused the pharmaceutical industry of raising the prices of weight-loss drugs and fueling the obesity crisis. Hims and Hers announced their GLP-1 compounds, but attracted criticism because the drugs are not approved by the FDA/The regulator called them “risky for patients” and asked the company to stop “false and misleading” advertisement.
Super Bowl commercials cost up to $10 million for a 30-second ad, and viewers should expect ads from technology, pharmaceutical and wellness companies this year, said Mark Marshall, NBC’s head of global advertising. Bloomberg.
“There’s nothing that builds awareness like the Super Bowl and so I think that’s why you continue to see brands lean into it,” he said. Last year, 128 million people watched the Super Bowl.
This story was originally featured on Fortune.com
