MyFamily.com this week rolls its first TV spots as part of a $10 million multimedia campaign from Deutsch
, Marina del Rey, Calif. The informative and emotional ads depict family members engaging in activities, such as a nephew playing baseball, and then going online to share those experiences with other family members. Ads promote the site as a tool that brings families together. The tagline is "Now you can connect with your family on your own family Web site." Ancestry.com changed its corporate name in November to MyFamily.-com, its lead site. The company in August raised $33.2 million from investors including CMGI's @Ventures and America Online.
Copyright January 2000, Crain Communications Inc.