Ancestry: Declaration Descendants

In this commercial


Heart or Humor


Here we take a look at the “Declaration Descendants” TV ad campaign by Ancestry. We’ll give the commercial a score out of 10 for five of the essential advertising elements; memorability, effectiveness, styling, heart, and execution. Check out our ratings and see if you feel the same way.
The advert was made by the advertising agency Droga5 and produced by Prettybird. The music of Ancestry: Declaration Descendants commercial was created for this commercial.

Memorability – 7 / 10

A slow starting concept for sure. The ad waits until the very last shot to deliver the text that makes sense of it all. A restrained soundtrack ensures the dialogue is left outstanding which goes some way to ensure some key lines are strong and memorable. The final shots of the group panned out to seem like the core images intended to have the greatest impact. These are likely to be the images that stay in the minds of most viewers. Bringing patriotism into the mix is assured way to pull at the American sense of duty and pride.

Effectiveness – 8 / 10

The ad delivers a convincing impression of importance from the very start. If the prime objective of the campaign were to get viewers to google and read up on the Ancestry brand, it is easy to believe this commercial would have created a spike in exactly this regard. It presents a captivating story and leads the viewer into a very powerful sense of curiosity.

Style – 8 / 10

The aesthetics and slow moving visuals do a great job of creating a commanding presence. The first impression you get from the opening scenes is one of grandeur as if an official announcement were about to be transmitted A dark cinematic filter and slow panning camera movement creates an awe-inspiring visual appeal.

A great deal of effort has gone into making sure the characters represent a wide variety of ethnic backgrounds. This plays a large role in widening the scope of demographics the piece appeals to. Ancestral history is mass market service and this key factor has been suitably reflected by the diversity presented in the group of descendants.

Heart or Humor – 8 / 10

This commercial targets the heart all the way. The words of one of the most important declarations in history mark the brand out perfectly. Viewers will believe there is a possibility their ancestors were people of significance and this alone is enough to gain traffic. The audio is clear and distinct as if the piece were a pivotal scene in a dramatic production. The final scenes cut in with refined text instead of a voice over. This cements the ads majesty and delivers the message with a more piercing sincerity.

Execution – 8 / 10

This commercial gets the killer message across in the end and does a fine job of communicating importance, drama, duty, and pride. These are particularly powerful routes to a person’s sense of curiosity as well as their will to act. The piece is put together exceptionally well with flawless production and gravitational presence. The only thing missing is an immediately impactful burst to soak in people attention right off the mark.



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