Disney and Pixar have been digging into a sense of belonging to one’s roots more frequently lately, with movies like Brave, Moana and most recently the new Pixar film Coco. With a new cross-promotional campaign with Ancestry, the studio has taken that search for roots to a new level.

Coco follows main character and aspiring musician Miguel’s journey into the Land of the Dead to learn about his ancestors and discover why his Family Banned Music for generations. Similar to Miguel, Ancestry’s brand purpose is to give users the power to unlock their past to inspire their future.

The connection between the messages of Coco and Ancestry is highlighted in a new TV spot, which was developed by Droga5 and animated by Pixar. In it, we see a young boy, the main character and aspiring musician Miguel’s journey into the Land of the Dead to learn about his ancestors and discover why his family banned music for generations. He says he never knew where his love for music came from, but his great-great-grandfather left him a hint in his family tree, which inspires the young guitarist to create his own destiny.

Similar to Miguel’s quest, Ancestry’s brand purpose is to give users the power to unlock their past to inspire their future. An accompanying microsite on Ancestry shows Miguel Rivera’s family tree, which is hinted at in the ad. The site is decorated by the film’s images and asks people to watch the film and start their own family tree. “Every family has a story to tell – uncover the inspiration hidden in yours,” says a tag on the site.

The partnership was developed and executed by Omnicom Media Group’s The Content Collective on behalf of Ancestry.