Hims & Hers attacks the rich in its Super Bowl ad — including a Jeff Bezos lookalike

• Hims & Hers' Super Bowl 2026 ad takes aim at the wealthy.
• Its "Rich People Live Longer" spot highlights difficulties in accessing affordable healthcare.
• Characters in the ad appear to resemble Jeff Bezos and the biohacker Bryan Johnson.

Most Super Bowl advertisers stick to a familiar formula: inoffensive humor and A-list celebrities. Hims & Hers is breaking from the playbook.

Titled "Rich People Live Longer," the digital health company's 2026 big game spot takes aim at a divide in access to quality healthcare between wealthy Americans and everyone else.

One scene features a space-suited cowboy over the TV news-style chyron "World's richest man in orbit again." The scene is reminiscent of tech billionaire Jeff Bezos emerging from a capsule after completing Blue Origin's first passenger spaceflight in 2021.

Another shows a shirtless, muscular man strapped to an oxygen mask while sprinting on an exercise bike, alongside text reading "spends millions" and "cheats death" — perhaps a reference to biohacker Bryan Johnson, who has been known to test oxygen therapy as part of his expensive, public quest against aging.

Dan Kenger, the chief design officer at Hims & Hers, told Business Insider that the figures in the ad "aren't specific individuals," and instead "symbols of an intimidating, members-only healthcare culture." Kenger said Hims & Hers is aiming for the ad to be a provocative conversation starter about health inequity.

"We don't shy away from uncomfortable truths, and we fully expect this will ruffle some feathers," Kenger said. "But if our message makes the industry uncomfortable, it's because we're exposing an outdated system that benefits the very few at the expense of everyone else."

Hims & Hers is no stranger to advertising controversy. Its "Sick of the System" Super Bowl ad last year drew backlash from senators and lobbyists for promoting non-FDA-approved compounded weight-loss drugs in a spot that lacked the sort of safety information typically disclosed by pharmaceutical companies. At the time, Hims & Hers said it adhered to advertising regulations and aimed to raise awareness of the obesity health crisis by showcasing the difficulties of accessing affordable weight-loss treatments.

For this year's campaign, Hims & Hers also plans to partner with podcast hosts and influencers to produce content across Meta, YouTube, TikTok, and other platforms. It also has commercials planned throughout the Olympics, which begin next month.

This year's Super Bowl takes place on Sunday, Feb. 8.