MyFamily.com Debuts TV Ads

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.