Ancestry has teamed up once again with creative production agency Avocados and Coconuts to unveil their latest advertising endeavor, the “It’s a Family Thing” campaign. This collaborative effort showcases real families in a series of five documentary-style spots that highlight the rich tapestry of family histories and traditions.
Directed by Christopher Newman and Matthew Palmer, the campaign takes a vérité approach to storytelling. Each ad features a different family, such as the Zimmermans renowned for their glass-blowing artistry, and the Meyers who have owned a hat store for over 130 years. The Healys share their passion for dance, while the Hogartys bond over athleticism. The campaign underscores the tagline “Discover. Preserve. Share.”, emphasizing Ancestry’s role in helping families connect with their heritage.
“We are excited to collaborate with Avocados and Coconuts once more to bring these compelling stories to the forefront,” said Paige Grossman, Vice President, Global Creative & Brand at Ancestry. “The ‘It’s a Family Thing™’ campaign not only showcases the unique journeys of our customers but also underscores Ancestry’s commitment to celebrating familial bonds and preserving personal legacies.” Watch below:
REELated:
Christopher Newman, reflecting on the campaign, noted, “This project allowed us to merge documentary storytelling with Ancestry’s mission of discovery. Working closely with real families enabled us to capture the essence of their histories and the connections that unite them through shared DNA.”
Central to the campaign was the meticulous selection of families that not only reflected diverse backgrounds but also resonated with the campaign’s themes of shared traits and passions. Filming took place over intimate two-day sessions, with a focus on capturing authentic moments in settings ranging from family homes to local businesses.
Director of Photography John Rosario played a pivotal role in maintaining visual coherence throughout the campaign, using his expertise to capture candid moments and craft compelling visuals that complemented each family’s narrative.
Amani King, Executive Creative Director at Avocados and Coconuts, highlighted the agency’s expertise in documentary-style commercial work: “This campaign marks a natural evolution of our partnership with Ancestry, moving beyond user testimonials to deep, cinematic storytelling that celebrates the emotional connections fostered by family bonds.”
The campaign is currently airing across broadcast, digital, and social media platforms, inviting audiences to explore and connect with their own family histories.
CREDITS:
BRAND: Ancestry
- Vice President, Global Creative & Brand: Paige Grossman
- Creative Lead: Elizabeth Asdorian
- Marketing Lead: Robin Quill
- Project Management Lead: Nik Yokomizo
- Story Producer Team: Jenn Utley, Nicka Smith, Lisa Elzey
CREATIVE PRODUCTION AGENCY: Avocados and Coconuts
- Executive Producer: Dalia Burde
- Executive Creative Director: Amani King
- Directors: Matthew Palmer (Meyer and Healy) and Christopher Newman (Zimmerman and Hogarty)
- Director of Photography: John Rosario
- Producer: Cory Desrosiers
- Production Manager: Gabby Occhipinti
- Stills Photography: Alanna Hale
POST: Avocados and Coconuts
- Post Producer: Jessica Kenney and Tyler Dunham
- Editors: Hanna Moradi (Meyer and Zimmerman) and Gaby Scott (Healy and Hogarty)
- Motion Graphics: Jessie Renda
- Assistant Editors: Brendan Bric and Kirk Benttinen
MIX: Joaby Deal at One Union
COLOR: Roast N Post
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