Ancestry.com Goes For Gold (Indirectly)

While not directly aligning with the Winter Olympics, Ancestry.com is referencing "America’s greatness in sports on the international stage" with a new campaign that features  U.S. Olympic gold medal winning hockey players Mike Eruzione, Rob McClanahan, Dave Christian, John Harrington and Buzz Schneider.

Developed with agency Droga5, the “America’s Greatness Comes from Everywhere” uses the familiar Ancestry template of revealing backgrounds of the featured personalities. The team members’ DNA results uncovered Italian, Middle Eastern, Southern Asian and Russian ancestry, to name a few.

Have a look at the creative here.
 
The 60-second spot debuted Friday Feb. 9th on CBS during Let’s Make A Deal and will run on ABC and CBS through February 16. A shortened 30-second spot also launched last week and will run through Feb. 25th across broadcast and cable networks, including ABC, CBS, Fox News, CNN, TNT, History, MSNBC, USA, Food Network, among others.

These videos also appear on Ancestry’s YouTube channel and will be shared via social channels and through PR outreach.

"With so much attention currently on American pride and athleticism, we feel this is the perfect opportunity to highlight the importance of unity, diversity and inclusivity, and to inspire people to look at America’s – and their own – ‘greatness’ in new ways," says Vineet Mehra, executive vice president/chief marketing officer, Ancestry.

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