• by Tanya Gazdik , December 19, 2024

Embark Veterinary is launching a holiday campaign tied to its first-to-market canine relative finder. 

The DNA test works similarly to human DNA testing like ancestry.com  in that it gives dog owners the chance to discover family connections for their pets.

The test empowers dog owners with insights into their pet’s breed traits, genetic health risks, and now family connections. This makes it the perfect holiday gift for dog lovers looking to ensure their furry companions live longer, healthier lives.

Creative agency of record Boston-baed Colossus created “The DNA of Surprises,” an ad that humorously depicts an unexpected family reunion made possible by the insights of an Embark DNA test.

“The holidays are a time for family reunions,” says Matt McGowan, Colossus vice president, creative director. “It's a time when long-lost relatives can come together, connect and share a meal. And in some instances, that relative is a Yorkshire Terrier.”

The holidays are the most fruitful sales period for the company, says Sam Arnold, chief marketing officer, Embark. 

The agency, which has worked with the company for two years, also created a version of the spot without a holiday end card so that it can continue to run into 2025. 

“The plan is to use this for the majority of 2025, alongside the DNA of Royalty, until we produce the next iteration next summer/fall,” Arnold tells Marketing Daily. 

The spot, which launched in November, will run on linear video, digital display and social media along with very intentional broadcast moments, Arnold says. 

Embark Veterinary, which is an official research partner of Cornell University College of Veterinary Medicine, was launched in 2015.