A new U.K. spot from genealogy brand Ancestry.com marked International Women's Day by highlighting how the site helped reveal the story of one user's suffragette ancestor.
The ad broke this weekend and one of its first outings was during ITV's broadcast of Oprah Winfrey's interview with Meghan Markle and Prince Harry. It's the first ad in a new campaign via Anomaly, which dramatizes discoveries by building on a small historical detail to reveal a bigger picture of an ancestor. In this case, it draws from real historical records from The National Archives available on Ancestry to paint a portrait of Eliza Dobson, who fought for women's right to vote.
The spots were created with L.A.-based production company Elastic, which has worked opening title sequences for TV shows such as "Game Of Thrones." The creative brings to life an array of historical records and photography to create an engaging story, all captured in one camera move. It slowly reveals the portrait of an ancestor, whose face becomes clearer with every discovery made.
The campaign will continue to run across the year, spanning press, radio, out-of-home, social and digital elements, as well as sponsorship idents for ITV's ancestry-themed show, "DNA Journeys."