Strengthening the Bond Between Pet Parents and their Dogs

Mar. 15, 2024

Simply open social media, and you’ll be flooded with videos showcasing the joy of owning a dog. But in the latest advertising campaign for leading global canine health and genetics company Embark Veterinary, creative agency of record Colossus brought to life the joy that comes with discovering your dog’s genetic makeup. 

The campaign offers relatable stories and scenarios that showcase how knowing your dog’s breed(s) brings you both closer — showing off the unbridled (and sometimes excessive) happiness that comes from a strengthened bond.  

Colossus Account Director Melissa Astorga said:

"This campaign stands out in a category awash in a sea of sameness. It allows Embark to connect with consumers, tapping into their love of pet-related content and funny videos we know they are consistently engaging with but standing out as a leader deeply rooted in science. Owning a pet is and should be fun, and this work celebrates that, encouraging users to create their own memorable moments thanks to a simple-to-use DNA test."

 

In a :30 video, a couple explains that they always thought there was something “regal” about their dog, Scraps. After a DNA test from Embark, their suspicions were confirmed. Turns out that Scraps was 91% Golden Retriever and 9% Cavalier King Charles Spaniel. “A king,” the wife proclaims. Immediately, we see they’ve commissioned a royal portrait, have turned their living room into an homage to England and begin addressing their dog in high-pitched, over-the-top British accents. 

Embark CMO JR Blaszek said:

"At Embark, we celebrate the joyful bond between humans and dogs. We’re excited about how this new campaign brings that joy to life, illustrating how science helps pet parents build even stronger bonds with their dogs."

 

The work recently launched on linear video, digital display, social, PR, and out-of-home activations the objective is to appeal to new audiences by raising awareness of Embark’s DNA testing and encouraging shareable moments that can be remembered for a lifetime.   

Audio, influencer campaigns and affiliate marketing will be added later in the year.