This article is from the archive of our partner .

A new Obamacare ad campaign wants all you young bucks to know that even the sickest bros sometimes get sick.

The campaign group Thanks Obamacare released several of its "Got Insurance" ads targeted at Colorado residents, encouraging young men to get "Brosurance" because, hey, "Keg stands are crazy." Another ad quotes a question many a bearded, snapback-wearing dude has asked while golfing and drinking from a red Solo cup: "Yo Mom, do I got insurance?" A third recommends that health insurance would save jorts-wearing bikers from "gnarly" road accidents.

The bro-targeting is no joke. Healthy, 20-something men are a key cog in the potential success or failure of Obamacare. For the Obamacare exchange system to function, young healthy people will have to sign up en masse to offset the higher costs incurred by older, more sickly people. So bros have been getting a lot of attention from the anti-Obamacare set, as New York's Jonathan Chait noted in June. The search for a sympathetic victim had "come to focus on a new paradigmatic victim: the healthy, financially secure 25-year-old male," who will pay more under Obamacare than he did before. Of course, some day, an illness-free 25-year-old bro will become a sicker 45-year-old dude. But right now, The Washington Post explains"They tend to use less health care than people their parents' age, which makes them a huge boon to the insurance marketplace."

Thus, the Obama administration has made a strong push for young people, emphasizing meme-like photos and snappy animations to promote the exchanges. Obamacare ads in Oregon have taken a particularly twee approach, featuring guitar-playing sensitive bros and stay-at-home dad-bros. On the other side, too, conservative groups have encouraged bros to avoid the exchange with "Opt out" beer koozies and those Creepy Uncle Sam commercials.

The battle for the bro continues on, then, pitting beer koozies against dangerous keg stands for the hearts and minds of an important demo. Unlike the guys in these ads, the two sides of the ad-making groups are certainly not "Bros for Life."

(Ads from

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to