Health insurance company Friday Health Plans, purpose-built specifically for people and small businesses who buy their own health insurance, has launched a new ad campaign.

One of the spots opens with the voiceover saying that Friday Health Plans asked what you need from your health insurance and continues with a woman declaring that, if her husband picks up any more hobbies, she’ll need free counseling. Her teenage daughter says that, if she has to deal with more of 2020, therapy should be free. The woman’s husband, who’s sitting in an armchair looking at one of his miniature planes (one of his many hobbies, we assume), adds that, “if we’re going to keep our engines running, we need healthy bodies and brains…. and boundaries.” (referring to his daughter, who’s kissing her boyfriend through the glass door). “So, give us unlimited free mental health visits,” he asks.

The commercial ends with the voiceover stating that “Friday Health Plans is health insurance with the benefits you want, like $0 mental health visits”.

The company offers Affordable Care Act-compliant plans, on and off exchange, with valuable cost-free benefits including $0 primary care and mental health visits, $0 preferred generic drugs, and $0 virtual doctor visits.

“Friday is built specifically for people who don’t get their insurance from their employer, and that group is growing as the employment landscape shifts. We believe comprehensive health includes the body and brain, which is why we offer plans with unlimited $0 primary care visits and mental health counseling – in-person and online. That is more critical than ever with what we’re going through with COVID-19,” Sal Gentile, CEO of Friday Health Plans, said in a press statement.

Started in 2015 by Sal Gentile and David Pinkert, two health technology industry veterans, the Denver-headquartered company has more than doubled the members it serves or administers and plans to expand to additional states with its offerings.