Droga5 London Creates Love Letter from Europe in First Work for Ancestry
Europe reminds the UK that, Brexit aside, Brits will always be connected to the continent through their DNA
Europeans from across the continent send a love letter to Brexit Britain in Ancestry’s new television campaign, the first created by Droga5 London since the agency was appointed August 2017.
The ad promotes Ancestry’s DNA brand, and draws on research showing that the average British person has 60% DNA from somewhere in Europe*.
It opens on a sauve French man reading about Brexit in the newspaper. He turns to camera and explains that although we may be leaving, Europe has a little message. We then cut all around Europe from Germany, to Poland, to Sweden, to Italy, as we’re serenaded with Rick Astley’s classic hit ‘Together Forever’. The overall effect is a reassuring and emotional message from our friends across the channel.
Russell James of Ancestry DNA said: “Our new campaign rises above the divisiveness of Brexit to celebrate the enduring cultural and ancestral links that millions of Britons have with Europe. At Ancestry, we believe our shared Europeanness is something we can all celebrate, regardless of how we voted in the referendum.”
“Every day we wake up to another uncertain headline about Brexit. The opportunity to put a factually reassuring message out there in amongst the sea of uncertainty was a rare one we didn’t want to miss. Brexit divided the country on a number of issues, including ethnicity. But as Ancestry data proves that the average Brit is 60% European, ethnicity shouldn't divide us - as we are all diverse. Regardless of how we voted." Rick Dodds. Executive Creative Dirctor, Droga5 London.
The 60-second television ad breaks on 29th January.view more - Creative
Director: Noam Murro
DOP: Jo Willems
Producer: Cathy Green
Production Company: Biscuit Filmworks
Edit Company: Final Cut
Editor: Ed Cheeseman
Creative Agency: Droga5 London
Executive Creative Directors: Rick Dodds & Steve Howell
Producer: Gemma Knight
Senior Art Director: Charlene Chandrasekaran
Senior Copywriter: Dan Morris
Social Strategist: Farah Dibb
Typographer: Aithche Smyth
Audio Post Production: String and Tins
Arranger: Mike Bamford, Jim Stewart, Rohan De Livera and Andrea Saccardo (String and Tins)
Original Composition: Mike Stock, Matt Aitken, Pete Waterman
Sound Design: Mike Bamford (String and Tins)
Post Production / VFX
Post Production Company: Electric Theatre Collective
Droga5 London, Tue, 30 Jan 2018 11:12:28 GMT
Chief Creative Officer: David Kolbusz