Issue #54: The Super Bowl ads on my radar this year...
A GLP-1 ad, for one 👀
I had a case of writer’s block this week. So, what better time to preview some Super Bowl ads? Let’s see what’s in store this year…
But first…
I passed this SKIMS pop-up being constructed on the corner of Lafayette and Bond while on my way to work the other day. Very Valentine’s Day-coded, and very aligned with what I’ve been seeing on their social channels lately too.
The Super Bowl ads that are on my radar 🏈
The Super Bowl is coming up in just a few weeks, and with over 123 million people having watched the Super Bowl in 2024, and with Travis and Taylor present once again this year, it’s obviously going to be a big event. But a topic on my mind more important than the game itself: what are we going to be seeing during the commercial breaks?
Celebrity appearances are pretty common in Super Bowl ad spots to capture viewer attention and generate buzz, but we also expect to see themes of nostalgia (see: Hellmann’s Mayo) and social media trends (see: Uber) represented in ads this year. We also know that food, beer, and auto brands commonly buy Super Bowl ad spots, but this year, we have another player in the game: a DTC pharmaceutical company.
Hims & Hers is coming to the Super Bowl with a GLP-1 ad. NEED to know your thoughts on this ad. While weight loss drugs have been advertised on TV for years, this Hims & Hers ad marks the emergence of weight loss drug advertisements in one of the biggest media events of the year. As a DTC pharmaceutical company, Hims & Hers is exempt from providing the lengthy disclaimers that we remember hearing at the end of medication commercials on TV, which has made some people concerned that the company is failing to communicate potentially dangerous side effects to potential consumers.
But the ad isn’t just selling us on Ozempic; it’s also commenting on greater societal issues around obesity and the weight loss industry. With a CTA like ‘This is the future of healthcare,’ Hims & Hers seeks to position themselves in contrast to old-school pharmaceutical companies that have historically shady practices around marketing and selling drugs. They’re really vying to be the cool, young, underdog pharmaceutical brand. Also, worth noting that the ad is set to Childish Gambino’s ‘This Is America.’ But as
pointed out, “they’re going to need all the Super Bowl eyeballs they can get because the FDA is about to make it a lot harder to get knock-off Ozempic.”Will that brand positioning move the needle on consumer perceptions around DTC pharmaceutical brands like Hims & Hers. And what about consumer perceptions of GLP-1s? Let me know your thoughts.
Other Super Bowl spots that I’m keeping an eye on:
Very excited for a When Harry Met Sally reunion for Hellmann’s Mayonnaise. Do I wish it was a full sequel movie that they are teasing? Yes, yes I do. But I’ll take what I can get.
Martha Stewart and Charli XCX are teaming up to partake in the ‘We listen and we don’t judge’ trend for Uber Eats. I feel like the social trend has passed, but I suppose we should give them credit for pulling this off relatively quickly for a Super Bowl ad?
Okay, that’s all for today! Have a great rest of your week. xx
That’s a good one to watch for especially when this week I’ve seen 2 celebrities say they had to stop taking it for health reasons & one of them discovered she developed osteoporosis from the weight loss drug 👀
Ok I have so many thoughts on the Hims & Hers ad but the first thing that comes to mind is…I would LOVE to know how Donald Glover feels about his song being used in this commercial.