Creativity

Gru From 'Despicable Me' Explores His DNA in Ad for 23AndMe

Super-Villain Is Promoting Genetic Testing Company

By Alexandra Jardine. Published on Jun 01, 2017

Editor's Pick

Genetic testing company 23AndMe has teamed up with movie "Despicable Me 3" to make an ad in which super-villain Gru explores his DNA.

The spot, by agency Haymaker, features Gru, voiced by Steve Carell, finding his DNA relatives through 23andMe's DNA Relatives Tool, where his results reflect the existence of his long-lost twin brother, Dru (who features in the movie, opening June 30).

Viewers are encouraged to visit 23andme.com/gru to explore the rest of Gru's genetic profile and learn more about their own.

"It was clear from the start that we wanted to highlight the innovative 23andMe experience in a new way," said Matt Johnson, founder and chief strategy officer at Haymaker. "By developing a complete and detailed 23andMe account for Gru we were able to blend 23andMe into the world of 'Despicable Me' while adding depth to the backstory of everyone's favorite animated father."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jun 01, 2017
Agency:
Haymaker
Client:
23andMe

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.