Voices of the past ask you to ‘Come find me’ in emotive new Ancestry ad campaign by VCCP
An emotive series of TV ads has been created for Ancestry to encourage people to look deeper into their family tree.
The campaign, devised by VCCP, features passionate appeals by characters from the past who ask the audience to “Come find me”.
The three separate 30 second ads feature an 1888 barrow girl, a 1788 first fleet convict who tell of their hardships, and an 11th century Viking leader speaking Old Norse, a nod to its Ancestry DNA service.
The aim of the campaign, which will work across TV, digital and social, is to get people looking for older generations of their family through Ancestry’s family history technology and unique DNA profiling.
VCCP founding creative director Dean Hunt, said: “Each of these moving portraits is a simple call to action. A message from the past asking us to connect.
“Effectively this is a brand campaign with a simple direct response twist, brought to life with great production values and meaty performances.”
He said the agency worked with Ancestry, production partner Moth, and historians of each period, to recreate accurate art department, wardrobe and dialogue, to “really do justice” to the ancestors of Australians and New Zealanders.
Ancestry country director, Kelly Godfrey, said their new DNA profiling product will help more people discover their family history.
She added: “We think the work does a brilliant job of inviting every Australian and New Zealander to look into their past to see what they will discover.”
Credits:
Agency: VCCP
Executive Creative Director: Mark Harricks.
Founding Creative Director: Dean Hunt
Copywriter: Dean Hunt
Art Director: Mark Harricks
TV Producer: Jasmine Hellier
Group Account Director: Jill Chestnut
Planner: Livia Stefanini
Production Company: MOTH
Director: Brendon Donovan
Exec Producer: Jonathan Samway
Producer: Alistair Pratten
DOP: Anna Howard
Art Department: Ingrid Weir
Wardrobe/Makeup: Jennifer Lamphee
Client: Ancestry
Director Australia and New Zealand: Kelly Godfrey
Senior Marketing Manager: Nigel Seeto
Content Production: Grant Markert
Editing: Andreas Gruber
Nice idea, nice production
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