Super Bowl Sunday is usually about beer, trucks, and maybe a talking baby if we're lucky. But the Hims & Hers Super Bowl ad changed the vibe. It wasn't just another commercial. Honestly, it felt like a shift in how we talk about things that usually make guys want to crawl into a hole and hide.
Let's be real. Nobody wants to talk about hair loss or ED while dipping a chicken wing into ranch dressing with their father-in-law sitting two feet away. Yet, there it was. On the biggest screen in the world.
Hims & Hers didn't just buy airtime; they bought a seat at the table for awkward conversations. By putting health issues—specifically the "embarrassing" kind—front and center during the Big Game, the company signaled that these problems are normal. They’re common. And they’re definitely treatable without a weird trip to a dusty pharmacy basement.
What the Hims & Hers Super Bowl Ad Really Cost
When a company like Hims & Hers drops millions on a Super Bowl spot, they aren't just looking for a few clicks. They're playing a long game. In 2024 and 2025, a 30-second spot cost roughly $7 million. That's just for the airtime. Factor in production, celebrity talent, and the massive digital marketing blitz that follows, and you’re looking at a serious investment.
Why do it?
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Scale.
The company, led by CEO Andrew Dudum, has been on a tear. They’ve moved from a niche "direct-to-consumer" startup to a massive telehealth platform. The Hims & Hers Super Bowl ad was their "we’ve arrived" moment. It’s about brand equity. They want to be the first name you think of when you realize your hairline is retreating faster than a losing quarterback.
It's Not Just About Pills Anymore
A lot of people think Hims is just about blue pills or hair spray. That’s a mistake. The Super Bowl push was a massive billboard for their evolving platform. They've expanded into weight loss, mental health, and specialized skincare.
The ad reflects a broader trend in "proactive" healthcare. We aren't just waiting until something breaks anymore. We're trying to fix it before it becomes a disaster. The Hims & Hers Super Bowl ad leaned into this by making the process look easy. It looks like an app you’d actually want to use, not a medical portal from 2004 that requires a physical token and a prayer to log in.
The Celebrity Factor
Celebrities have always been the backbone of Super Bowl marketing. Hims has used stars like Snoop Dogg and Miley Cyrus in the past to normalize their products. In the context of the Super Bowl, using high-profile talent does two things:
- It creates "social proof." If a cool person talks about hair loss, maybe it’s okay if I do, too.
- It breaks the "medical" boredom.
Watching a commercial about telogen effluvium (that’s the fancy word for stress-related hair thinning) is boring. Watching a sleek, high-energy montage with a catchy beat and a recognizable face? That’s entertainment.
The Telehealth Revolution and the Big Game
Telehealth exploded during the pandemic, but the Hims & Hers Super Bowl ad proved it’s not a temporary fix. It’s the new standard. The barrier to entry for men’s health has always been the "waiting room of shame." You know the one. Stale magazines, a ticking clock, and the feeling that everyone knows why you’re there.
Hims removes that. The ad emphasizes the "from your couch" aspect of their service. You can literally start a consultation while the halftime show is happening. That’s a powerful value proposition. It’s fast. It’s discreet. It’s modern.
Skepticism and the "Quick Fix" Narrative
Of course, not everyone is a fan. Some medical professionals worry that Super Bowl ads for prescription meds—or at least the services that provide them—oversimplify complex health issues. There is a legitimate concern that the "convenience" factor might lead people to skip necessary, in-person checkups.
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However, Hims & Hers has been vocal about their clinical protocols. They use licensed providers. They require medical histories. The ad doesn't show the "boring" part of filling out forms, but the platform relies on it. It’s a balance between making health accessible and keeping it safe.
Why the Timing Was Perfect
We are currently living through a massive "wellness" boom for men. From "looksmaxxing" on TikTok to the rise of longevity influencers, guys are finally caring about their health and appearance in a way that isn't considered "vain."
The Hims & Hers Super Bowl ad hit right at the peak of this trend. It wasn't just selling a product; it was selling an identity. The identity of a guy who takes care of himself. A guy who handles his business.
Breaking Down the Marketing Strategy
If you look at the business side, this wasn't a gamble. Hims & Hers has seen consistent revenue growth. Their move into GLP-1 weight loss treatments (the compounded versions of drugs like Wegovy or Ozempic) has put them in a different stratosphere.
The Super Bowl is the ultimate "top of funnel" move.
- Millions see the ad.
- Thousands search the brand.
- Hundreds of thousands of data points are collected.
- Retargeting ads follow those users around the internet for months.
It’s a machine. And it works. The Hims & Hers Super Bowl ad is just the spark that starts the fire.
What This Means for the Future of TV Ads
We’re going to see more of this. More "taboo" brands taking over the most expensive ad slots in the world. Last year it was crypto (which... well, we saw how that went), and now it’s health and wellness.
The "yuck" factor is disappearing.
When you see a Hims & Hers Super Bowl ad, you aren't seeing a "pharmacy ad." You’re seeing a lifestyle brand. They want to be in your bathroom cabinet next to your toothbrush and your cologne. They want to be part of your daily routine.
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The "Hers" Side of the Coin
While "Hims" usually gets the spotlight during sports events, the "Hers" side of the brand is equally massive. Women's hair thinning, skin health, and birth control are huge markets. By branding as "Hims & Hers," the company positions itself as a household name for couples. It’s a smart play. If the husband is using it for hair, the wife might use it for dermatology. It doubles the "Lifetime Value" of the customer.
Key Takeaways from the Campaign
There are a few things we can learn from how Hims & Hers handled their Super Bowl presence.
First, boldness pays off. Talking about ED during a family sporting event is risky. But risk is what gets people talking on Twitter (X) and Reddit.
Second, simplicity wins. The ad didn't try to explain the chemistry of Minoxidil. It showed a problem and offered a solution.
Third, omnichannel marketing is king. The ad wasn't just on TV. It was on Instagram, it was in your inbox, and it was likely at the top of your Google search results the moment the whistle blew.
Actionable Steps for Your Own Health Journey
If the Hims & Hers Super Bowl ad got you thinking about your own health, don't just let the thought disappear when the game ends. Here’s how to actually move forward:
- Identify the Priority: Don't try to fix everything at once. Is it hair? Is it energy levels? Is it skin? Pick one thing.
- Consult a Professional: Whether you use a platform like Hims or see a local doctor, get a professional opinion. Self-diagnosing based on a 30-second commercial isn't a great idea.
- Check the Ingredients: If you're looking at hair loss treatments, look for FDA-approved ingredients like Finasteride or Minoxidil. They are the gold standard for a reason.
- Be Patient: Most of these treatments—especially for hair and skin—take 3 to 6 months to show real results. There are no overnight miracles, despite what the slick editing of a Super Bowl ad might imply.
- Evaluate the Cost: Telehealth is convenient, but check if your insurance covers in-person visits or if the "subscription" model fits your long-term budget.
The Hims & Hers Super Bowl ad did its job. It started the conversation. Now, it’s up to the viewers to decide if they want to keep it going. Healthcare is becoming more personalized and more accessible than ever, and while a flashy commercial is just the surface, the underlying shift toward proactive wellness is something that's probably here to stay.
Honestly, it’s about time we stopped being weird about it. If you’re losing your hair or struggling with something else, you aren't the only one. Millions of people are in the same boat. And thanks to some very expensive airtime, now we all know exactly where to go to fix it.
To move forward with your own wellness plan, start by documenting your specific concerns over a one-week period. Note when you feel the most fatigue or when you notice the most hair shedding. This data is invaluable for any provider you speak with, whether online or in person. Once you have that baseline, you can make an informed decision about whether a subscription service or a traditional doctor's visit is the right path for your specific needs.