Ancestry DNA Advert
Toast were invited to pitch for the latest Ancestry DNA advert. The idea behind the campaign was to produce a direct and engaging creative that focuses specifically on what a consumer gets when they purchase the Ancestry DNA kit.
Having used the product ourselves, we knew first hand that the process of using an Ancestry DNA kit couldn’t be simpler. This, combined with the fascinating potential to uncover where your ancestors came from, were to be at the heart of the campaign’s message.
This was an exciting opportunity for us to follow up from last year’s Ancestry DNA advert we produced, ‘Inspired Journey’. Whereas ‘Inspired Journey’ was a live action shoot, the idea this time was to produce something more graphically orientated so the two could run in tandem with each other. It was very important to ensure the advert strikes a balance between the explanatory elements of physically doing the DNA test whilst retaining the charm and character of the Ancestry brand. With all this in mind, as well as the talented animation director/designer Sarah Klan on board, we got to work on bringing the concept to life with 2D animation.
We were given a 4-week timeline to produce a 30 second and a 20 second cut down, which we completed with ease, ensuring the production process was as smooth and hassle free as possible. The ad was voiced by Mark Goldthorp and the music from Gentle Fire Studio
We’re delighted that, as a result, Ancestry has seen phenomenal sales increase, with DNA kits selling like hot cakes!