Key takeaways
- Format: Illustrated two-tone Story ad with headline and social proof
- Best for: Upper-funnel awareness among rescue and adoption audiences
- Hook: Framing an unknown breed as a 'mystery' the viewer can finally solve
- Reuse it: Use any 'unknown' your customer lives with and position the product as the answer
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Curiosity gap
Calling the dog a 'mystery' opens a loop that viewers want closed.
- 02
Identity targeting
'You rescued' speaks only to adopters, making them feel recognised.
- 03
Distinctive illustration
A quirky drawn dog stands out against photo-heavy feeds and feels on-brand.
- 04
Social proof close
'Over 500K (and counting)' adds scale and trust at the end of the read.
Full creative breakdown
Who this ad targets
The ad is aimed at US dog owners who adopted from a shelter or rescue and were told their dog is a 'lab mix' or got no breed info at all. They are curious, emotionally attached and likely to talk about their dog online. The 'best DNA test for lab mixes' line specifically narrows to the large group of owners whose shelter paperwork defaulted to Labrador. It also suits people who recently adopted and are still learning about their new dog.
Copywriting analysis
The headline is two short sentences: a statement of identity ('You rescued a mystery dog') and a promise ('Now find out exactly who they are'). Using 'who' instead of 'what' humanises the dog and lifts the emotional tone. The word 'exactly' sets up precision, which the body copy supports with a specific niche claim about lab mixes. The social proof uses a round, large number and the playful '(and counting.)' aside, which keeps the voice casual. There's no hard sell or price, keeping the ad in curiosity and brand-building mode.
Visual design
A diagonal colour split creates movement and divides headline from supporting copy. Yellow and teal are bright, cheerful and recognisably Embark. The black serif headline has strong contrast and fills the safe zone at the top. The illustration sits right on the colour boundary, linking both halves and drawing the eye downward to the proof line. Plenty of white space keeps it uncluttered at a phone's viewing distance.
How to adapt this template for your brand
- Identify the 'mystery' or unknown your customer lives with every day.
- Write a two-sentence headline: name their situation, then promise the answer.
- Commission a simple, slightly funny illustration of the subject.
- Split the background into two brand colours to separate hook and proof.
- Close with one niche claim and one big social proof number.
Tips for pets ads on Meta
Built for Instagram and Facebook Stories and Reels at 9:16; keep text out of the top 14% and bottom 20% safe zones. Add a sticker-style CTA or swipe-up link in the bottom teal area. Test this illustrated version against a photo version of a real rescue dog to see which stops the scroll better. Target adoption, shelter and rescue interests, and retarget site visitors with it.
About this creative
The Story creative is split diagonally into a warm yellow top half and a teal bottom half, Embark's signature brand colours. A bold black serif headline sits centred in the yellow area: 'You rescued a mystery dog. Now find out exactly who they are.' Below it, a hand-drawn illustration shows a long, lanky white dog with round glasses and a yellow collar, stretched in a funny downward pose that feels curious and a bit goofy, like a mixed breed nobody can quite identify. In the teal section, smaller copy makes the product claim, 'The best DNA test for lab mixes', and adds social proof with 'Embark has tested over 500K (and counting.)'. There is no photo or product box, so the ad relies entirely on brand style, humour and copy. The overall effect is friendly, light and thumb-stopping in a Stories feed full of photos.
Meta ad · 338 × 600 · Pets
Embark Vet 'Mystery Dog' Rescue DNA Test Story Ad
This 9:16 Story ad from Embark Vet uses a quirky line illustration and a two-tone yellow and teal background to sell its dog DNA test to rescue owners. The 'mystery dog' hook builds curiosity, and a social proof line closes the deal. A great template for illustrated, brand-led story placements.
Added
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Details
Ad copy
Primary text
Lab mix? Shepherd mix? Something else entirely? If you rescued a mystery dog, Embark's DNA test tells you exactly who they are. Trusted by owners of over 500K tested dogs.
Description
The best DNA test for lab mixes.
On-image text
You rescued a mystery dog. Now find out exactly who they are. | The best DNA test for lab mixes. Embark has tested over 500K (and counting.)
Headline ideas for this template
- 1Lab Mix? Let's Find Out For Real
- 2Your Rescue Has a Story. Read It.
- 3Solve the Mystery of Your Mutt
- 4Who Is Your Dog, Really?
- 5500K Dogs Tested. Yours Is Next.
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
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