The New England Patriots and the Seattle Seahawks may not be facing off at the Super Bowl until next weekend, but the ads that many tune in for have started rolling out.
Telehealth startup Hims and Hers premiered a provocative commercial called “Rich people live longer,” narrated by the rapper Common, on Thursday.
In the ad, the headline “Spends Millions Cheats Death” flashes across the screen before a Jeff Bezos-like figure—a man wearing a blue spacesuit taking off a cowboy hat in front of a rocket ship—appears on a television, a call-back to his first Blue Origin space flight in 2021. A man and a woman watching look at each other exasperated.
“They are generous to feature me in their Super Bowl commercial. My mom said she’s proud,” Johnson told Fortune, adding that his Don’t Die movement now is “mainstream.”
Bezos did not immediately respond to Fortune’s request for comment.
“For too long, the ‘gold standard’ of healthcare has been a well-kept secret for the wealthy,” said Hims and Hers co-founder and CEO Andrew Dudum in the statement. “It’s time to start democratizing access to the kind of proactive, personalized care that all people deserve.”
Hims and Hers offers diagnostic testing, hormonal treatments, and cancer detecting blood tests.
The company saw a 650% traffic surge on their website after the ad came out, according to Hims & Hers data that the company shared with Fierce Healthcare.
“There’s nothing that builds awareness like the Super Bowl and so I think that’s why you continue to see brands lean into it,” he said. Last year, 128 million people tuned into the Super Bowl.
