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It’s an all-too-familiar stereotype: Older consumers are befuddled by the latest app or technological innovation, while their younger counterparts effortlessly embrace them. 

It’s a stereotype that Medtronic sought to challenge in a campaign promoting its GI Genius technology. 

In the campaign’s 30-second spot, a patient makes his way through a hospital on a gurney as he heads to his colonoscopy. 

Along the way, he passes other older people like him. One is excitedly explaining how we can exist in simultaneous states at once, while another draws charts and graphs on a whiteboard. 

What the second person is illustrating isn’t explained but it’s clear that it’s complicated. 

If this person must be a genius, so is the ad’s protagonist for opting for a colonoscopy assisted by GI Genius.

This endoscopy module is Medtronic’s computer-aided polyp detection system powered by artificial intelligence that can reduce the chances of a missed polyp by 50%. 

The spot and the broader GI Genius campaign supporting it are based on research that dispels some common misconceptions about older consumers.

In fact, many Americans aged 65 to 75 are early adopters of technology, value lifelong learning and are proactive about consulting with their doctors. 

Torod Neptune, chief communications officer at Medtronic, says this generation consumes a great deal of content across social media, with Facebook being the primary platform. 

This runs counter to the notion that this demographic isn’t much for digital consumption and provides the brand with a chance to discuss a critical health procedure.

“When you combine that reality with colonoscopy awareness and the fact that these consumers are more consistently getting colonoscopies, this opportunity is aligned to give us a compelling, focused audience,” Neptune says.

In addition to questioning some common stereotypes about older Americans, humor plays a key role in the spot’s messaging. 

Neptune says it’s an attempt to address the fact that even some consumers who are interested in technology may have their eyes glaze over when the topic is AI. 

This marketing push is part of Medtronic’s effort to humanize AI in a way that feels approachable, simple and easy to understand, he says. 

“Those insights are what led us to think about how we could — in a creative, approachable way — talk about this technology that is predominantly in our faces today as something super technical,” he says.

By demystifying AI, Medtronic hopes its target audience can see the importance of using it to assist physicians while performing a colonoscopy.  

While the campaign celebrates these older Americans as lifelong learners who are actively engaged with their own health and wellness, Neptune shares that market research also revealed some serious misunderstandings around cancer risks. 

For example, many people overestimate the difference between men and women when it comes to the risk of colorectal cancer. 

While 1-in-24 men will develop colorectal cancer in their lifetimes, women don’t fall far behind with a 1-in-26 lifetime risk. 

Still, less than half of Gen X women are getting colonoscopies, while around 80% receive mammograms. It’s a gap that Neptune ascribes, at least in part, to the greater educational and awareness efforts around breast cancer compared to colorectal cancer. 

Since March is Colorectal Cancer Awareness Month, Medtronic had to get a headstart with this campaign.

The GI Genius push rolled out in December across six markets in the Midwest, Southeast and East Coast, complete with social, web and broadcast components. It will run through the end of this month. 

Given the target audience, Facebook and linear TV are the principal platforms for the campaign’s deployment. 

Neptune describes this as a natural and logical approach based on where these consumers receive their information.

However, he sees this campaign as part of an ongoing conversation that could inform different strategies for carrying the messaging about AI into the future.

“The campaign should make people feel optimistic about the power of GI Genius technology to enable physicians,” he says.

To read a May 2025 article on Star Jones lending Medtronic a hand for its women’s heart health campaign, click here.