The New England Patriots and the Seattle Seahawks may not be facing off in the Super Bowl until next week, but the most-watched ads are starting to roll.

Telehealth startup Hims and Hers debuted a provocative commercial called “Rich people live longer,” rapper Common recounted on Thursday.

The ad begins with a family taking photos while a fast-moving piano riff plays, reminiscent of the hit’s title sequence. HBO show followingwhich follows a Murdoch-inspired, ultrawealthy family that owns a media conglomerate.

In the ad, the headline “Spends Millions Cheats Death” flashes on the screen before a man who looks like Jeff Bezos—a man in a blue spacesuit who removes a cowboy hat in front of a rocket ship—is seen on television, a call-back to his first Blue Origin space flight in 2021. A man and a woman look at each other.

Bezos is an investor in biotech startups Alto Labs and Unity Biotechnologywhich researches cell rejuvenation and removal of senescent cells, old cells that stop dividing but do not die and appear to be a cause of age-related diseases.

Then, a lookalike millionaire and longevity obsessive Bryan Johnson lies under a red light in a dark room for a cosmetic treatment called red-light therapy, which he knows is use to make him younger.

“They were generous enough to feature me in their Super Bowl commercial. My mom said she was proud,” Johnson said. luckadding that his Don’t Die movement is now “mainstream.”

Bezos did not immediately respond It’s fortune request for comment.

Luxury healthcare can range from dear to the eccentricbut Hims and Hers wants to challenge the idea that you have to be rich to get good health care.

“The campaign centers on the uncomfortable truth that America’s health care is a tale of two systems: an elite, proactive level for the wealthy, and a broken, reactive one for everyone else,” the company said in a statement.

Two out of three Americans worry about paying for health care, more than other necessities like groceries and housing, according to a recent survey from KFF.

Healthcare premiums will increase for about 22 million people after the Affordable Care Act’s enhanced subsidies expire at the end of 2025. There little hope that the Senate will vote on the ACA subsidy extension bill passed by the House on January 8.

“For too long, the ‘gold standard’ of health care has been a well-kept secret for the wealthy,” Hims and Hers co-founder and CEO Andrew Dudum said 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% surge in traffic to its website after the ad ran, according to Hims & Hers data the company shared with Fierce Healthcare.

The ad is an enthusiastic follow-up to last year’s one-minute spot “Sick of the System,” which accuses the pharmaceutical industry of lowering the price of weight-loss drugs and exacerbating the obesity crisis. Hims and Hers advertises its GLP-1 compounds but took criticism because the drugs are not approved by the FDA/ The regulator called them “dangers for patients” and told the company to stop “false and misleading” advertising.

Super Bowl commercials cost $10 million for a 30-second ad, and viewers should expect ads from tech, pharmaceutical and health companies this year, Mark Marshall, NBC’s head of global advertising said. Bloomberg.

“Nothing builds awareness like the Super Bowl and so I think that’s why you continue to see brands that rely on it,” he said. Last year, 128 million people tuned in to the Super Bowl.

This story was originally featured on Fortune.com

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