HealthPartners has started to build its hip hop cred.

During the halftime on Super Bowl Sunday, HealthPartners surprised some viewers with two 15-second local television commercials featuring Minneapolis artist Lizzo's song “Good as Hell." HealthPartners will also air the same spots this Sunday during the Grammy Awards.

“Lizzo exudes an attitude of self-assurance and confidence. And her music is empowering,” said Nathan Shore, director of marketing for HealthPartners, in a statement. “That’s how we want the community to feel in their health journey when they choose HealthPartners.” 

Twin Cities agency Kruskopf & Company was the creative agency behind the ads and helped secure the track for HealthPartners’ “Make Good Happen” campaign.

“It was a great opportunity to bring local talent together with a local company,” said Mike Cronin, Kruskopf's vice president and creative director, in a statement.

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