MyFamily.com, a community site aimed
at families, on Wednesday debuted its first television advertisements,
taking a warm, family-friendly approach, contrary to the customary dot-com
edginess and aggressiveness.
The company says the campaign is meant to appeal to nearly universal human
emotions, such as the simultaneous fear and hope a parent feels as their
child steps up to bat at a tee ball game after hours of backyard practice.
“The campaign research suggested that though families are diverse in their
makeup, family is an important element in defining individuals,” says Jill
Braff, vice president of marketing for MyFamily.com.
“MyFamily.com is an online gathering place where families can share the joy
of family triumphs and overcome daily challenges despite being apart
physically. Our campaign messages don’t seek to shock you into name
recognition, they seek to strike a familiar chord that runs within each of
us.”
The television ads — which will run on PAX, Fox Family, Lifetime, Home and Garden Television, and the Donnie
and Marie show — are part of a consumer campaign that began December 1st
when MyFamily.com started running its print ads.
The ads ran in national newspapers including the New York Times, the Los Angeles Times, the San Francisco Chronicle, the
Chicago Tribune, and the
Family Circle, People, Better Homes and
Gardens. Radio advertisements will run during the nationally
syndicated Kim Komando Computer Show.
MyFamily.com, which recently changed its name from Ancestry.com, is
partially owned by CMGI.
