The campaign, created by Hurrell, Moseley, Dawson & Grimmer (HMDG), features a 30-second brand ad targeted at the website's core audience of ABC1 adults aged over 45. The creative will also be used online and offline in print campaigns.
The ad is built around a 'then and now' scenario, depicting people in period dress waiting in modern day settings to be found by their living descendants.
The spot, which will air on a mix of terrestrial and satellite stations from 14 September, is designed to build awareness of the brand. Media buying is being handled by Brilliant.
Olivier Van Calster, managing director of Ancestry.co.uk, says: "We have now reached the right time in the growth of our business to introduce TV-led brand advertising.
"We are confident that it is the correct media through which to build our brand and business, and especially given that the UK has been the pioneer of fact-based family history television content with programmes such as the internationally franchised 'Who Do You Think You Are?', now in its sixth year and a strong reminder of the ongoing interest in UK family history."
According to ancestry.co.uk, it has grown its subscriber base to more than 200,000 members since 2004.
The Ancestry network of nine family history websites offers members access to 4bn family history records and an online community of more 1m people actively researching their family history.
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