THERANOS The story behind Elizabeth Holmes’ Errol Morris commercial
In 2012 Theranos hired the renowned marketing firm TBWA/Chiat/Day on a retainer of $6 million, which soon increased to $11 million. The company still did not have a working product after a decade of work and hundreds of millions of dollars spent. Still, Theranos decided to advertise to the masses what was essentially a fairytale: the notion that they could run hundreds of blood tests on a single drop (or just a few drops) of blood. As part of their work together, Elizabeth Holmes, the company’s founder, was front and center in the media and starred in a bizarre, yet hypnotizing, commercial shot by celebrated documentary film director Errol Morris (Thin Blue Line, Gates of Heaven, Tabloid, Vernon, Florida.