Health and Human Services (HHS) Secretary Robert F. Kennedy Jr. has joined forces with singer Kid Rock in a new ad promoting the department’s Make America Healthy Again initiative.
“I’ve teamed up with @KidRock to deliver two simple messages to the American people: GET ACTIVE + EAT REAL FOOD,” Kennedy captioned the 90-second video posted Tuesday on the social platform X.
The ad shows a stripped-down Kennedy, 72, and Kid Rock, 55, using exercise equipment in a cabin-style gym and inside a sauna. It also shows a shirtless Kennedy dipping into what appears to be a cold-plunge tub while wearing jeans, and the pair playing pickleball.
The video ends with the two men drinking glasses of milk in a pool as the words “whole milk” flash across the bottom of the screen, referencing Kennedy’s preference for full-fat, whole milk products.
Kid Rock’s 1999 song “Bawitdaba” is heard over the video, which features American flags and other patriotic imagery throughout.
The promo drew mixed reactions on social media, but it is not the first time Kennedy enlisted a celebrity’s help to publicize the new health initiatives implemented by the department under his direction.
Former heavyweight boxing champion Mike Tyson starred in a Super Bowl commercial aimed at encouraging Americans to make a switch toward healthier foods, a push aligned with Kennedy’s bid to reshape U.S. health policy, including nutrition.
The HHS rolled out updated dietary guidelines in early January that advised Americans to avoid “highly processed foods” and added sugars and instead prioritize whole foods and proteins.
Kid Rock, meanwhile, has become an influential figure in the Make America Great Again movement and a close ally of President Trump and his administration.
The singer headlined the halftime show put on by Turning Point USA as an alternative to Bad Bunny’s Super Bowl performance. The counterprogramming was driven by conservatives who objected to the Puerto Rican pop star performing his entire set in Spanish.
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