America’s Health Will Soon Be in the Hands of Very Minor Internet Celebrities

To celebrate the holidays, the fitness influencer Cory Boling did mountain climbers in his apartment in a pair of camouflage swim trunks. His twin brother, Calvin, did squats while holding a kitchen stool.

The duo—muscular, cheerful, constantly shirtless—were two of the most eager participants in a holiday-season Instagram campaign run by the Oklahoma City County Health Department with the help of the influencer marketing agency XOMAD. Their posts were #ads, as well as invitations to stay home for Christmas, wear a mask, stop the spread, keep it tight.