Ancestry is messaging in their new campaign that whether Brexit happens, 60% of British people’s DNA is European.
Related to the project’s spirit, the new spot features Rick Astley’s 1988-famous hit, “Together Forever” in from Ancestry and Droga5 London. French, Italians, Germans, Poles and other Europeans sing the song, reminding the British that while Brexit may take them out of the EU, it can’t take off to Europe from their DNA.
Although this is the first project of the brand which is handled by Droga5, it is promoting its DNA testing. There’s a nonchalant Frenchman, a bus of Polish people, a German butcher, and a group of Irish rugby players all together singing along the theme song.
Russell James of Ancestry DNA, states,
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.
Rick Dodds, Executive Creative Director at Droga5 London says,
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.
The video is directed by Noam Murro and produced by Biscuit Filmworks, with sound design and music by production studio String and Tins.
Mike Bamford, Director and Sound Designer at String and Tins reveals that all the singers were filmed on the location as seen and he adds,
Not everyone was familiar with the eighties track which is more famous in the U.K. than Europe, so we had a full day of vocal coaching to run through the lyrics. In a few cases, the actors weren’t English speakers at all and I had to direct them through translators. The Italian grandmother, one of the most charming people on the shoot, had her husband write out the lyrics in Italian phonetics for her to learn.
Together forever and never to part, the spot shows if more of these examples reveal, Britain probably won’t be able to exit that easy.