Dundee-based publisher DC Thomson, which also owns the Beano and Dandy comics, bought Genes Reunited and sister sites Friends Reunited and Friends Reunited Dating for £25m from previous owner ITV in August 2009.
However, the privately-owned company has just revealed proft is down £5.1m to £27.4m for the year to 31 March, according to reports.
The new TV ad campaign will be supported with an online and social media push, with a behind the scenes video available on YouTube .It will air on ITV, Channel 4, Five and multi-channel TV for 12 days.
It focuses on different generations within a family, from a 17th century lady to her cousin still alive today who discovers all the historical relatives in her family from her laptop.
The campaign was developed by Elastic Creative