The latest release of the ‘Come Find Me’ campaign sees two more characters from the past make a passionate plea to us to look into our past, especially as our ethnic and family backgrounds are never quite what they seem – which is exactly what Ancestry can help us unlock through their family history technology and unique DNA profiling.
In the new campaign we get to meet two new Anitpodean faces from the past.
Jim, a 19th century Drover, captures the true larrikin nature of the Australian cattleman. We get a real sense of his relief post drove as well as his optimism and enthusiasm for the future – reflecting Australia as the land of opportunity; you just had to roll up your sleeves and have a go.
Whilst Polynesian princess Alika greets us after surviving a harrowing journey at sea. As with the Viking from a previous AncestryDNA spot, Alika speaks in her native tongue.
VCCP founding creative director Dean Hunt said, “It’s been great bringing more ancestors back to life with this campaign.
“Our first ad is set in a more optimistic time in Australian history – a time of prosperity and growth. And our second ad deals with the miracle that our genes have survived their arduous journey across time. Today, anyone can discover who they are and the regions they are from with an Ancestry DNA kit – sometimes with surprising results.
Senior director Australia & New Zealand Kelly Godfrey added, “We’ve had a strong response to the Come Find Me campaign, with the emotional connection to our ancestors really resonating with our audience. We’re excited about the evolution of the campaign and helping even more people discover their story.”
The main campaign launches early January 2016 with two 30″ spots supported by 15” DR spots and digital, CRM & social support. The ads were directed by Brendan Donovan through MOTH.
Ancestry is the world’s largest online family history resource with more than 2 million subscribers across all its websites worldwide. The AncestryDNA test has been taken by 1 million customers globally.
Credits
Client: Ancestry
Senior Director, Australia & New Zealand: Kelly Godfrey
Senior Marketing Manager: Nigel Seeto
Agency: VCCP
Creative Director: Dean Hunt
Senior Art Director: Salvatore Gullifa
Copywriter: Georgie Waters
Art Director: Felix Ettelson
TV Producer: Amanda Collins
Group Account Director: Elizabeth Barnett
Account Director: Melissa Hill
Planner: Livia Stefanini
Studio: Sean Davitt
Production Company: MOTH
Director: Brendan Donovan
Producer: Alistair Pratten
Exec Producer: Jonathan Samway
DOP: Anna Howard
Editor: Gaby Muir
Post Production: BLACKBIRD
Media: OMD
