The ‘Sexiest Man Alive’ Wants You to Sign up for Obamacare

Maroon 5 singer/Victoria’s Secret model fan Adam Levine‘s appointment as People‘s “Sexiest Man Alive” prompted every blogger everywhere to make a “things/people that are sexier than him” listicle (our favorite entry was “a nice plate of spaghetti“). But the federal government thinks it can make the most of his newfound notoriety by using him as a celebrity spokesperson for the Affordable Care Act.

Bloomberg reports that Levine, along with a few other people whose names and faces you know, will be promoting enrollment as part of a social media campaign set to launch today.

Can’t you see him pleading? Would those tattoos lie to you, baby?

ACA enrollment is reportedly catching up to official projections after the botched rollout plan (which makes for a perfect crisis comms case study on what NOT to do), but of course the administration wants to encourage the millions who qualify but still haven’t signed up to do so.

The campaign will involve a series of “professionally produced videos” created by Covered California, a group in charge of that state’s exchanges which have been seen as a model for successful implementation around the country. There will also be “an eight-hour streamed live event in January”, a how-to website and “a rap on health care by Obama impersonator Iman Crosson, who performs under the name Alphacat”. Hmmm….

Will it work? We don’t know. It’s all about encouraging people to share their experiences with the program. We’re most excited to report that Fran Drescher will be among those talking up Obamacare, because our best gay friend tells us that The Beautician and the Beast was secretly the greatest movie of the nineties, if not of all time.

Make of that what you will.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: December 12, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT