23andme Taps LOS YORK For “Hero Gene” Health Awareness Tv Campaign

A new mission

Renowned for its direct-to-consumer (DTC) genetic testing services, 23andMe has unveiled “Hero Gene,” a campaign developed by the independent creative studio LOS YORK. This initiative aims to raise awareness about the company's health reports, which can pinpoint potential risks based on individuals’ genetic profiles. The campaign features testimonials from real 23andMe users who have uncovered previously undiagnosed health issues or genetic susceptibilities through the company's DTC health reports. It illustrates the significant impact that understanding one’s health risks can have on both the individual and their family. An instrumental version of Bob Dylan’s poignant classic “Make You Feel My Love” enhances the emotional resonance of the campaign.

“LOS YORK’s innovative blend of creativity and production was a perfect match for the brand,” said LOS YORK Founder and Chief Creative Director Seth Epstein. “23andMe sought a modern partner who could collaborate, iterate, and deliver within their timeframe. They needed an alternative to the outdated, slow, and segmented approach of traditional advertising. Within about two months, we produced two :30 spots, two :60s, and various other versions. The LOS YORK model stands out for its speed and efficiency.”

Saving lives

The creative insight and strategy developed by LOS YORK for the “Hero Gene” campaign aimed to address the challenge or apprehension people might feel about discovering a potential health predisposition through 23andMe’s service. The team focused on portraying genes as “heroes” because they can alert individuals to possible medical conditions and potentially save lives. The campaign sought to humanize the concept of prevention and reveal the real impact of learning about one's genetics.

“23andMe had a headstart with the campaign for its health service, and we enhanced and refined the concept,” said Scott Hidinger, Executive Creative Director at LOS YORK. “Many agencies wouldn’t have been able to execute what we did. It was a blend of ideation, development, and agile production, allowing us to quickly advance the concept. The process was truly unique.”

The campaign launched over Thanksgiving weekend and aired on linear broadcast television during the Macy’s Thanksgiving Parade and the National Dog Show on NBC, as well as across sporting events on FOX, NBC, and ABC. It will continue to be featured on linear TV, CTV, and YouTube throughout this year.