Hims & Hers’ “Sick of the System” campaign leverages the high-profile platform of the 2025 Big Game to address the urgent public health crisis of obesity in the United States. The brand positions itself as a challenger to the conventional healthcare system, which it critiques for offering one-size-fits-all solutions, restricted access, and inflated costs that fail to deliver sustainable results for weight loss. By highlighting systemic shortcomings and the lack of access to life-saving treatments, the campaign promises accessible, affordable, and personalized weight loss care that prioritizes long-term health and safety.
The market strategy hinges on a bold, data-driven approach to increase awareness about obesity’s severe health impacts, dispelling the stigma around it as merely a vanity issue. The campaign taps into a significant cultural moment—the Big Game—capitalizing on a broad audience where 42% of American TV households are engaged, thereby maximizing reach. The creative angle uses provocative and direct messaging in a 60-second spot to create urgency and advocate for better healthcare options amid drug shortages affecting millions. By positioning itself as an accessible alternative that combines medical expertise with customized treatment plans, Hims & Hers connects with the sizable population of adults dealing with overweight and obesity issues. This approach reframes weight management as a critical healthcare need rather than a personal failing, aligning brand value with a broader social cause and encouraging viewers to seek more information and support through its platform.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign fits FORMAT#2 because the narrative focuses on exposing a critical, relatable problem: the systemic obstacles and failures in the US healthcare system regarding obesity treatment and access to weight loss care. The description and campaign introduction use direct language, statistics, and a callout of how "the system wasn’t built to help us," emphasizing the gravity of the public health crisis. Hims & Hers positions itself as the direct solution, advocating for accessible, individualized, affordable care. There is a pointed problem/solution structure without resorting to storytelling or symbolism, making "Show the Problem" the most accurate choice.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Weight Watchers (WW) – Positioned as a holistic wellness brand focusing on sustainable weight loss through behavior change, community support, and personalized coaching. WW differentiates itself by combining technology-driven tracking tools with a large, supportive community and a lifetime approach to healthy living rather than quick fixes.
2. Novo Nordisk – A pharmaceutical leader specializing in innovative obesity and diabetes treatments. Novo Nordisk leverages its scientific expertise and extensive R&D pipeline to provide clinically proven medications, emphasizing effectiveness and safety in addressing obesity as a serious medical condition rather than a lifestyle choice.
3. Anthem, Inc. – As one of the largest health insurers, Anthem focuses on integrated healthcare solutions, offering access to weight management treatments through insurance plans. Their positioning centers on affordability, accessibility, and coordinating care to reduce obesity-related health risks within their member populations.
4. Bariatric Advantage – Specializing in medical nutrition products and supplements for weight management, Bariatric Advantage sets itself apart by targeting post-surgical and non-surgical weight loss support. Their strategic angle highlights clinical nutrition as a vital part of successful long-term obesity treatment.
5. Roman (Ro) – A direct-to-consumer telehealth platform offering discreet, convenient access to weight loss treatments and wellness care. Their market positioning leverages digital health innovation, personalized treatment plans, and patient empowerment to reduce stigma and improve adherence to weight management therapies.
Q: What is Sick of the System about?
A: Sick of the System is a 2025 campaign by Hims & Hers, created by The Sweetshop for the United States healthcare market. The campaign addresses the obesity public health crisis by airing a bold, direct 60-second commercial during the Big Game, reaching 42% of American TV households. It exposes systemic failures in obesity treatment access, highlighting inflated costs, one-size-fits-all solutions, and drug shortages. Hims & Hers positions itself as a provider of accessible, affordable, and personalized weight loss care, aiming to shift the conversation from stigma to urgent healthcare needs.
Q: What creative device does Sick of the System use?
A: Sick of the System employs Clapboard’s FORMAT#2 SHOW THE PROBLEM creative device, which focuses on highlighting a relatable and critical problem before presenting the product as the solution. The campaign uses direct language, compelling data, and a clear problem/solution structure without symbolism or storytelling. This approach exposes systemic healthcare barriers around obesity treatment and positions Hims & Hers as the accessible, individualized alternative, making the creative device a straightforward and impactful means of advocacy.
Q: What is the campaign proposition for Sick of the System?
A: The campaign proposition for Sick of the System positions Hims & Hers as a challenger to the conventional healthcare system that fails millions with ineffective, costly, and inaccessible obesity treatments. It speaks to American adults affected by obesity, emphasizing that weight management is a critical healthcare need rather than a vanity issue. By offering medically trusted, affordable, and personalized care, Hims & Hers advocates for systemic change and better access to life-saving treatments, aligning the brand with a broader social cause in the health and pharmaceutical category.
Q: How does Sick of the System rank in Clapboard's archive?
A: Sick of the System holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates a well-crafted campaign that effectively uses a high-profile platform to address a significant public health issue with clarity and urgency.
Q: Who are the competitors in Hims & Hers's category?
A: In the healthcare and weight loss category, Hims & Hers competes with brands like Weight Watchers, which focuses on sustainable weight loss through behavior change and community support; Novo Nordisk, a pharmaceutical leader emphasizing clinically proven obesity treatments; Anthem, Inc., which offers integrated healthcare solutions and insurance access to weight management; Bariatric Advantage, specializing in medical nutrition for post-surgical and non-surgical weight loss support; and Roman (Ro), a telehealth platform providing discreet, personalized weight loss care that leverages digital innovation and patient empowerment.
ARCHIVE.webp)
