Objectives: To assess the impact of the endorser (celebrity vs. expert vs. non-celebrity) and gender – both gender of the endorser and gender of the consumer – on consumers’ attitudes and behaviors. Methods: Using Qualtrics consumer panel, data was obtained for 514 US adults (age 18 years and above) who demonstrated at least minimal symptoms of depression and need for monitoring based on the Patient Health Questionnaire (PHQ) score. Data were analyzed using a 3 (Endorser Type: Celebrity/Expert/Non-Celebrity) x 2 (Endorser Gender: Male/Female) x 2 (Consumer Gender: Male/Female) full factorial between subjects multivariate analysis of variance (MANOVA). Results: Only the type of the endorser (celebrity vs. expert vs. non-celebrity) used in the ad had a significant main effect on the dependent variables. Further univariate analyses revealed that endorser type on had a significant influence on attitude towards the ad, attention paid to the ad, and endorser credibility. Conclusions: Celebrity and expert endorsers generated significantly more favorable levels of attitude towards the ad, attention paid to the ad, and endorser credibility compared to the non-celebrity endorser. However, celebrity and expert endorsers did not significantly differ from each other on those three aspects. Further, endorser of the same and opposite gender was not perceived differently by the consumer. Lastly, endorser gender and consumer gender did not have a significant influence of the ad effectiveness.