The Israeli gerontologist has been studying healthy centenarians for years and has observed that many follow a pattern similar to Reichert's. They do not always lead a monastic, carefully balanced life. There is a great deal of biological lottery involved in longevity. But Barzilai wants to hack that lottery—to understand which numbers are the winning ones and pass them on to the rest of humanity.
The ad begins with a family posing for photos while a fast-moving piano riff plays, reminiscent of the title sequence of the hit HBO show Succession,