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."