23andMe unveils national ‘Portraits of Health’ campaign from Arnold Worldwide
23andMe has rolled out its first-ever TV advertising campaign for its genetic mapping service, developed by Arnold Worldwide.
Titled ‘Portraits of Health’, it has focused on educating consumers about how understanding their DNA can help them make more informed and proactive health decisions. Complete with visual graphics, the ad shows people discussing their real 23andMe results.
Overall the campaign, which has been rolled out on cable networks across the US, has aimed to build brand awareness for 23andMe.
“We wanted to illustrate the power of 23andMe through the stories of individuals – highlighting their moments of realisation, their feeling of empowerment, and the impact that it can have on their health,” Aaron Griffiths, chief creative officer, Arnold Worldwide, New York. “23andMe is the only company doing what they do, which makes our responsibility that much greater. We’re not just creating a new brand, we’re defining a whole new category. They are an exciting and outstanding partner.”
Campaign spend is currently unknown, but the company said it expects to spend up to $5m on advertising in 2013 with additional investment planned for 2014.
“Our goal with this campaign is to provide consumer education and raise awareness about the potential of personal genetics, while also establishing 23andMe as a recognised and trusted brand,” said Andy Page, president of 23andMe. “23andMe pioneered direct-to-consumer genetic testing and our investment in advertising also represents a first-of-its-kind TV campaign that pioneers advertising for the direct-to-consumer genetic testing industry as well.”
Buck directed and animated the television commercials.
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