Time out: “Saved by the Bell” actor Mark-Paul Gosselaar is the new face (and name) of AstraZeneca’s biomarker testing push, “Meet Your Mark.”
In a nostalgic campaign that plays on Gosselaar’s “time out” catchphrase from the 1989 teen sitcom, the actor helps AZ spread the word about the importance of biomarker testing in cancer care as a “warm, relatable guide," the company explained in an Oct. 28 press release.
Biomarker testing can clue oncologists into what kind of therapies may help a person's specific cancer and determine how aggressive it is, among other important signals. Such testing is recommended for several cancers, including lung, breast and prostate cancer. In a 1,200-person study, more than 75% of people affected by cancer who had biomarker testing agreed that it gave their doctor valuable information to help guide their treatment plan, AZ noted in its announcement.
However, only about one-third of people with advanced cancer in the U.S. undergo that testing, despite its inclusion in established medical guidelines.
“Having seen loved ones navigate cancer diagnoses, I felt it was important to spread the word about biomarker testing,” Gosselaar commented in the company release. “By bringing back my history of calling a ‘time out’, we’re empowering those living with cancer to take a moment to ask their doctor about biomarker testing, enabling them to play a more active role in their care.”
In a three-minute video that accompanies the campaign, Gosselaar listens in on a conversation between diner patrons about treatment options for prostate cancer, looking straight at the camera with a knowing glance before deploying his classic “Saved by the Bell” fourth wall break with a “time out” gesture.
“Cool. Still works,” he says, acknowledging the nostalgic call-back.
As the scene comes back to life with the snap of Gosselaar’s fingers, the video leans into the humor of his abrupt intrusion into the patron’s booth: “And you came from where?” the woman whose conversation was interrupted quips. The theme follows throughout the video as the actor continues to pop into unsuspecting patrons' conversations after freezing the scene with a "time out."
Gosselaar goes on to explain what biomarkers are and how biomarker testing can help better inform specific treatment plans. While the couple at the booth ponders “where do I know that guy from,” AZ’s new biomarker mouthpiece is already off to spread the word to another diner patron, who is talking on the phone about breast cancer.
After Gosselaar tells the confused young woman to make sure her Aunt Emily gets biomarker testing, next up is a conversation about lung cancer occurring at another booth. In this case, the new patient’s doctor has already ordered a biomarker test. Gosselaar confirms that a biomarker test is the “appropriate next step” before talking directly into the camera to point viewers to AZ’s campaign website to learn more.
The website offers more information and resources to walk people through the process of asking for and receiving biomarker testing. AZ also showcases several real patient stories on the site, as well as a doctor who further explains why patients should “Meet Your Mark.”
“At AstraZeneca, our goal is to one day eliminate cancer as a cause of death. We believe biomarker testing has a critical role to play in making this possible by providing doctors with valuable insights to guide cancer care,” the company’s head of U.S. oncology, Mohit Manrao, explained in a statement. “Through Meet Your Mark and our partnership with Mark-Paul Gosselaar, we’re calling attention to biomarkers as a powerful tool in navigating a cancer diagnosis, supporting our broader commitment to cancer care.”
With precision medicine a continued focus across many oncology drugmakers such as AstraZeneca, biomarker testing is increasingly important to ensure that drugs across AZ’s portfolio can reach the appropriate patients.
Using a familiar, nostalgic voice to drum up interest toward that goal is a familiar tactic, seen recently in Cologuard’s colorectal cancer screening campaign that brought back Jodie Sweetin and John Stamos from the hit 90’s sitcom “Full House." Meanwhile, Bayer recently went with former teenage witch Melissa Joan Hart for its menopause awareness push.