Hims & Hers Brings ‘Eat the Rich’ Energy to the Big Game
‘Rich People Live Longer’ is the piercing message that health and wellness platform Hims & Hers is leading with, as it heads back to the Big Game this year. Much more than hyperbole, the statement centres on the reality that America’s healthcare is a tale of two systems.
“One elite, proactive tier for the wealthy, and a broken, reactive one for everyone else,” says the brand. Citing recent research which shows people living in the top 1% live seven years longer on average, than those living in the bottom 50% (based on household income), the brand claims the disparity makes the spot more than just a commercial.
“It is a vital conversation starter to help bridge the information gap that has kept high-quality, preventative healthcare behind a velvet rope. We believe that everyone needs the awareness – and the tools – to demand the same level of healthcare as the wealthy.”
The in-house team at Hims & Hers collaborated with Ways & Means to bring the campaign to life, working across creative development, production, and post. Directed by Felipe Lima, the campaign comes at a time when the rising cost of living is forcing Americans to make impossible choices, many forced to treat health and longevity as a luxury. Andrew Dudum, co-founder and CEO of Hims and Hers, said, “For too long, the ‘gold standard’ of healthcare has been a well-kept secret for the wealthy… That changes today."
“Hims & Hers is built on the simple principle that the platform only succeeds when the patient does. It’s time to start democratising access to the kind of proactive, personalised care that all people deserve.”
The film sits adjacent to much of the ‘eat the rich’ narratives that have increased in popularity since stories like ‘Parasite’, ‘The White Lotus’, and ‘Saltburn’ rapidly developed cult followings. In the spot, we’re greeted with uneasy visuals from the outset. Aged skin is pulled taut with metal instruments; wide-mouthed, toothy close-ups give way to eruptions of cackles as wine glasses clink, the score building with the message.
Director Felipe Lima said, "The concept gave us the opportunity to create a series of intentionally unsympathetic depictions of wealth, and we had fun weaving in references that we hope will feel familiar to engaged audiences. It’s always more fun to shoot villains, and we tried to walk a fine line between lampooning excess and presenting preventive, cutting-edge healthcare in an aspirational way — because honestly, a lot of this stuff is pretty cool."
Grammy, Emmy-, and Academy Award-winning artist Common voices the ad. The long-time equity advocate described the fight for healthcare as a “revolutionary act”, especially in those communities that have been overlooked by the system for so long.
His smooth voiceover asserts, “The wealth gap is a health gap”, stating that the rich have healthcare that comes to them, before listing examples including formulated peptides, specialists on call, and preventative care. “They get the best of everything, so why don’t you?”
“I’m proud to lend my voice to tell every American that they have the power to stop sitting back. Hims & Hers is opening the door where the future of healthcare belongs to all of us,” said Common of the work.
The spot resolves with the brand's offerings, including diagnostic testing, weight loss treatments that can be microdosed, menopause and testosterone hormones, and early cancer detection through blood tests. The same access for everyone, the ad concludes, “Now that’s rich.”
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