The Colorado Consumer Health Initiative (CCHI) and ProgressNow Colorado Education have teamed up to run this ad in the Colorado area.
The idea seems to be that they may be able to convince skeptical bros to sign up for health insurance, or “brosurance” if you prefer, by depicting bros in their natural habitat.
At first glance it seems ridiculous, but if it convinces a handful that they should give it a shot — and by shot I don’t mean tequila — it will have been worth it.