Got ‘brosurance’? Colorado advertises Obamacare to beer-guzzling and golfing bros

It’s a rule of advertising: ‘speak your customer’s language’. So in an effort to get the prized clientele of Obamacare — Millennials — on board with the program, Colorado’s health insurance exchange is talking in tongues of kegstanding and golfing bros in a new online ad campaign.

The effort from the Colorado Consumer Health Initiative and ProgressNow Colorado Education is patterned on the ubiquitous “got milk?” advertisements of years past. Replaced at the top with “got insurance?”, multiple poster ads feature various target groups of Obamacare: expecting and current mothers, extreme sports fanatics, and Sperry-wearing meatheads.

The second ad features a particularly unbrolievable scenario, featuring a bearded, backwards-hat bro eyeing the head of a golf club closing in on his temple for a painful rendezvous.

“My girlfriend broke my heart, so me and the bros went golfing,” the poster reads. “Then my buddy broke my head.”

In the first week of availability, Connect for Health Colorado, the state’s Obamacare exchange, reported just 226 enrollments. Data on those seeking coverage for potential beer-related injury and golfing mishaps were not available at press time.

Check out all of the posters here.