• by Fern Siegel , Yesterday

Cancer affects one in four dogs, according to the Veterinary Cancer Society. Yet too many lumps go unattended, given that a diagnosis is both invasive and costly.

Vista IQ hopes to change that reality.

A new B2B campaign by The MX Group for HT Vet, which makes Vista iQ, highlights the ai-powered handheld scanner that detects early-stage cancer in dogs. The noninvasive tool analyzes dermal and subcutaneous tumors in minutes.

The creative “Man’s Best Friend’s Best Friend” shows close-ups of a pet's fur on one side and a heat-diffusion scan on the other. Since half of all dogs over 10 die from cancer, and one-third of those are related to skin tumors, early testing can be life-saving.

The spot runs on Instagram, LinkedIn and Facebook. 

“Most vet marketing looks like one long blur of playful pets and clinical bullet points. Vista iQ had the science to genuinely stand apart — a 40-second, non-invasive scan that sees what hands and eyes simply can't. Our job was to make that invisible benefit impossible to overlook. For a startup going up against entrenched players, you don't match the category — you try to creatively reframe it, MX Group CCO Paul Hirsch told Out to Launch. “When a client tells you the category rarely pushes creative boundaries, that's not a warning — that's an invitation.”

The Chicago-based agency has produced creative for Zekelman Industries, Envoy, Reckitt and MTS.