Everybody seeks a feeling of identity, and as old social structures fall away, many cling to ancestral roots for a sense of self.

But what if you're barking up the wrong family tree?

AncestryDNA is the opposite of vague oral histories. It is hard scientific fact. Yes, facts can be uncomfortable, but as the countless Reddit posts on the topic prove, humans have a morbid fascination with stories of those who learn uncomfortable truths about their origins.

This TV spot faces that discomfort head-on and challenges audiences to put their money (and their DNA swab) where their mouth is and be sure about the person they claim to be.