Australia – Ancestry, a family history company, has announced its partnership with Ampol State of Origin 2024 through an initiative titled “Discover Your Origin.” Said collaboration is a strategic push to which Ancestry not only dives into the deep roots of Australian rugby league players this season but also highlights its slate of DNA product offerings.
The ad, developed in collaboration with partner agency DEPT®, ties DNA testing to the Australian National Rugby League (NRL) fan base and highlights its potential. Ancestry seeks to reveal the origins of the athletes’ DNA, along with some traits, by means of captivating social media content and exclusive access to talent, such as State of Origin players Ben Hunt and Tom Trbojevic. This will be demonstrated through material, demonstrating how ancestral discovery can speak to any kind of audience and encourage viewers to go out and explore on their own.
The idea originated with Michel Gondry’s music videos for acts like Daft Punk and The White Stripes, which feature backward-moving time sequences that give his films an otherworldly and enthralling feel. AI-enhanced images, such as an 80s-style lounge space where the past and present collide, are used in the ad.
Artificial intelligence (AI) was used by DEPT® and Ancestry to improve production efficiency. In addition to giving frames more dimension, AI made voice-over recording easier by producing a variety of options that guaranteed a flawless alignment between sounds, images, and brand identity.
The ad is currently running and will be promoted on all platforms, including social media, TV, and VOD. Publicis Sport & Entertainment oversaw the collaboration, with DEPT® Australia handling creative creation and Spark Foundry Australia handling media strategy.
James Walmsley, head of marketing Australia and New Zealand at Ancestry, said, “DEPT really took on the challenge of embracing heritage but powering it with innovation. The use of AI to create the imagery and voice-over in this campaign was a great example of how to use this technology in a way that enhances creativity. We couldn’t be more happy with the collaboration with DEPT and their innovative spirit.”
Meanwhile, Brad Stevens, executive creative director at DEPT®, said, “What I love about DEPT® is our constant pursuit of new ways to solve our clients’ problems. With this particular brief, we were lucky to have an ambitious client willing to embrace technology to tackle the challenge: connecting the past to the future, and doing it in a very short turnaround.”
