So, the Eagles finally did it, but let’s be real—half the people watching Super Bowl LIX weren't even looking at the field during the third quarter. They were staring at their phones trying to figure out if that Hims and Hers superbowl ad they just saw was actually legal.
It was called "Sick of the System," and honestly, it felt less like a commercial for hair pills and more like a political manifesto set to Childish Gambino’s "This Is America."
Bold? Definitely. Controversial? Understatement of the year.
The Ad That Set DC on Fire
Basically, Hims & Hers decided to spend roughly $7 million to tell us that the American healthcare system is a scam. The minute-long spot didn't hold back. It flashed gritty images of junk food, animals fighting, and a monkey hoarding cash while a voiceover called out a "$160 billion industry that feeds on our failure."
The hook was simple: 74% of Americans are overweight, Big Pharma is price-gouging you, and the system is rigged to keep you "sick and stuck."
Then came the pivot. Hims & Hers positioned themselves as the white knight, offering compounded GLP-1 injections (the same active ingredient in Wegovy and Ozempic) for about $199 a month. Compare that to the $1,300+ sticker price for the brand-name stuff, and you can see why people’s ears perked up.
But here’s where it got messy.
By the time the game was over, U.S. Senators Dick Durbin and Roger Marshall had already fired off a bipartisan letter to the FDA. They weren't exactly fans. They accused the company of "omitting any safety or side effect information" and burying the "not FDA approved" disclaimer in a tiny font that only stayed on screen for three seconds.
Is It Actually a "Copycat" Drug?
There is a massive amount of confusion about what "compounded" actually means.
If you ask Novo Nordisk—the folks who make Ozempic—they’ll tell you it’s a "dangerous impurity" waiting to happen. They even took out full-page ads in the New York Times right after the Super Bowl called "Check Before You Inject."
On the flip side, Hims & Hers and the Alliance for Pharmacy Compounding (APC) argue they are just filling a gap. Because the brand-name drugs have been on the FDA’s shortage list for ages, compounding pharmacies are legally allowed to create these versions.
It's a weird legal loophole that allows them to skip the standard FDA approval process for the specific "copy" they are making.
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Critics, including the Partnership for Safe Medicines, say this is a "marketing blitz" for poorly regulated drugs. But for the average person who can't afford a $1,300 monthly subscription for weight loss, the 85% discount Hims is offering feels less like a risk and more like a lifeline.
The Strategy Behind the Chaos
Why would a company purposely invite a fight with the Senate and the FDA during the biggest TV event of the year?
Money. Well, and traffic.
Following the Hims and Hers superbowl ad, the company saw a 650% spike in web traffic. That is an insane number. Even if the ad "missed the mark" with some critics who found it hypocritical to bash the weight-loss industry while selling weight-loss drugs, the sheer volume of eyeballs made it a win for their bottom line.
Their Chief Commercial Officer, Mike Chi, was pretty upfront about it. He told the Wall Street Journal the goal was to push the issue in front of regulators and legislators. They wanted to start a fight.
What You Should Know Before Jumping In
If you're thinking about signing up after seeing the spot, there are a few things to keep in mind that the 60-second commercial didn't have time (or interest) in telling you:
- Not All GLP-1s Are Equal: Compounded semaglutide is mixed in specialized pharmacies. It contains the same active ingredient, but it hasn't gone through the specific clinical trials that the brand-name pens have.
- The "Shortage" Factor: These compounded versions are only legal because the FDA says there’s a shortage. If the shortage ends, the legal "loophole" for these specific copycats could tighten up fast.
- Side Effects are Real: The ad didn't mention pancreatitis or severe GI issues, which are known risks of GLP-1 medications.
- The Price Tag: While Hims starts at around $199, that’s usually an introductory or subscription-based price. Always read the fine print on the long-term costs.
What's Next?
The fallout from this ad is going to last a lot longer than the football season. We are likely looking at a new era of "rebel" pharmaceutical marketing where telehealth companies bypass traditional gatekeepers to talk directly to the 127 million people watching the Super Bowl.
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If you are considering these medications, your best move isn't to click a link in a viral ad. Talk to a doctor who isn't affiliated with a specific sales platform. Ask about the risks of compounded vs. branded, and check if your insurance has updated their coverage for the name-brand versions, as some plans are finally starting to budge.
You should also keep an eye on the FDA’s "Orange Book" and shortage lists. If the supply of Wegovy stabilizes, the availability of these cheaper compounded versions might shift overnight, potentially leaving patients scrambling for a new provider. Stay informed, read the labels, and don't let a Childish Gambino soundtrack be your only medical advisor.