Hims & Hers is making its Super Bowl 2025 debut with a sobering statement on the obesity epidemic in America while touting its weight loss medications at significantly lower prices than branded GLP-1’s. The ad has been released ahead of this year’s Big Game—and the brand has something to celebrate. With 47% of all viewers indicating they’d consider the brand, what made this creative so effective in driving its most positive business outcomes of the past year?
While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.
Purchase intent is the purest early indicator of an ad’s sales potential—but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.
iSpot’s Creative Assessment analyzed three years of Hims ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.
Hims & Hers Sick of the System :60
Purchase Intent Gap to Category Norm: +6 pts (47% Top 2 Box)
The ability to break through is a crucial factor in determining the success of Hims ads in driving higher consumer consideration. Top-performing spots have also highlighted innovation or Change, along with related Information, as key differentiators.
Despite a sixty-second length, “Sick of the System” ranked in the 98th percentile of ads in grabbing Attention and conveying Change. Its 97th percentile rank in information delivery reflects the striking statistics shared in the ad—not just the 74% overweight rate in America, but also its sharp critique of the $160 billion weight loss industry. This creative tackled a controversial topic in a way that was both relevant and non-polarizing.
Although turning to provocative visuals to capture quick engagement, viewers recognized the message as the most impactful in driving persuasion. The ad significantly exceeded the brand’s intent drivers, landing in the high Purchase Intent quadrant, with 47% of the general population persuaded to purchase or visit the brand online (outpacing the average health & fitness ad by +6 points and the average online health & wellness spot by +10 points) in creative testing.
For any given brand, making a measurable impact on its unique set of KPIs can deliver higher purchase intent creative—whether it’s Likeability, Attention, Relevance or the level of Information or Change conveyed in the ad. What other 2025 Big Game ads will deliver this level of success? Sign up for iSpot’s VIP Ad Center to find out and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.