Ro claims Fox is breaking stigma by making ED a conversation starter for couples, leveraging her fame to normalize seeking help.
Insiders whisper this is a desperate grab for market share against Hims & Hers, using Fox's 'sex symbol' status to sell discreet packaging.
The global telehealth market hit $77.4 billion in 2025. Fox wears a skintight red suit. Ro and Hims both ran Super Bowl ads recently.
Fox is the new face of ED, and honestly, the 'discreet packaging' wink is the only plot twist we needed.
Megan Fox has officially traded in her Transformers car hood for a skintight red suit, but don’t expect any CGI explosions. The actress has signed a long-term deal with telehealth giant Ro to serve as the human embodiment of their erectile dysfunction product, Ro Sparks. The campaign, which Fox reportedly jumped at because she wanted to "help couples have better sex," marks a sharp pivot for the star from action hero to intimacy advocate.
While some might find the juxtaposition of her iconic sex symbol status with a medical condition traditionally shrouded in shame to be a bit on the nose, Ro’s co-founder Saman Rahmanian insists it’s strategic genius. He notes that Fox has the unique ability to drag ED out of the commercial shadows and into the cultural zeitgeist, where people are already talking about sex anyway. The tea here is that this isn’t just about Fox; it’s about a fiercely competitive telehealth landscape.
The global market was valued at a staggering $77.4 billion in 2025 and is projected to nearly triple to $187.5 billion by 2033. Ro is fighting tooth and nail against rival Hims & Hers, with both companies recently flexing their budgets by running commercials during the Super Bowl. By tapping Fox, Ro is banking on the idea that men are more receptive to ED messaging when it comes from a woman’s perspective.
Rahmanian claims that partners—often women—are the ones who make the topic discussable, and Fox’s persona is the perfect vehicle to drive that point home without making the male audience feel emasculated. Let’s look at the receipts, because the evolution of ED advertising is actually pretty fascinating. Back in the late ’90s, Pfizer enlisted former Senator Bob Dole to discuss his prostate cancer treatment, a somber and dignified approach.
By 2003, Lilly was using images of couples in separate bathtubs for Cialis, relying on elliptical romance rather than direct talk. Fast forward to 2026, and we have Fox delivering a wink to the camera while declaring, "Don’t worry, my packaging is very discreet." The tone has shifted from euphemism to explicit, cheeky confidence. Ro is even testing out-of-home concepts in New York and Los Angeles where passersby can literally "pick up Megan Fox" via tear-away posters, turning public spaces into a bizarre billboard for sexual health.
This isn’t Fox’s first rodeo with celebrity endorsements for Ro, either. The company has already leaned on heavy hitters like Serena Williams and Charles Barkley to promote their GLP-1 medications. Williams famously told viewers she was "moving better on Ro," while Barkley brought his own authentic story to the platform.
Ro’s strategy is clear: find a celebrity whose public persona aligns with the specific health conversation they want to dominate. For ED, that meant finding someone who embodies confidence and sexuality, then letting them break the fourth wall. Whether this leads to a genuine reduction in stigma or just more memes of Fox in red spandex remains to be seen, but one thing is certain: the days of hushed, awkward conversations in pharmacy aisles are officially over.
