Hims & Hers Big Game Commercial: "Sick of the System" - Creative Analysis
Content analyzed: Hims & Hers 2025 Super Bowl commercial - Sick of the System
Key Findings
- 10/10 narrative coherence with classic Problem-Agitation-Solution structure
- 9/10 opening hook effectiveness using dramatic scale POV shot
- Strong challenger brand positioning against $160B weight loss industry
- Brand reveal at 0:34 risks early drop-off attribution loss
Hims & Hers "Sick of the System": Creative Analysis
Expert AI review of this Super Bowl video ad from Hims & Hers
Summary
Positioning: Hims & Hers is the affordable, accessible champion for patients against a broken, profit-driven weight loss industry.
Primary Message: The system is designed to keep you sick; we are designed to help you lose weight affordably.
This 60-second Super Bowl spot positions Hims & Hers as a disruptive challenger to the pharmaceutical establishment. Using a classic Problem-Agitation-Solution narrative arc with 10/10 coherence, the ad shifts from gritty exposé footage to bright, hopeful brand visuals. The emotional journey—from anxiety through anger to relief and confidence—creates powerful viewer engagement.
Strengths
What's working well in this creative:
- Strong emotional hook — Leverages frustration with the 'broken system' of weight loss to create immediate viewer rapport
- Clear problem/solution narrative — Positions the brand as a hero against a villainous industry
- High production value — Effective use of mixed media (archival footage vs. modern clean shots) creates visual contrast
- Direct pain point targeting — Addresses key consumer barriers: cost and accessibility of GLP-1 medications
- Diverse casting — Solution phase ensures broad audience appeal across demographics
Key Themes
Systemic failure of healthcare · Corporate greed vs. patient care · Affordable access · Body positivity/empowerment
Top Recommendations (Preview)
The highest-impact improvements identified:
1. Introduce brand visual identity earlier — Priority: HIGH
Impact: Improves brand recall for viewers who skip before the 30-second mark
The brand is not visually introduced until 34 seconds in; early drop-offs will miss the attribution entirely. Given Super Bowl ad viewing patterns, earlier brand integration could significantly improve recall metrics.
2. Increase text overlay dwell time for disclaimers — Priority: MEDIUM
Impact: Ensures compliance and readability for viewers
The disclaimer regarding 'compounded drugs not FDA approved' is critical for legal safety and consumer trust, appearing briefly. Extended display time reduces regulatory risk.
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