Dog's Quirks Could Earn a Times Square Spot

What Makes a Dog Weirdin the Eyes of the Public?

Embark Veterinary, a canine genetics firm, has announced a contest that could place your dog's most unusual habit on a Times Square billboard. The campaign, launched on October 15, 2026, invites pet owners to submit videos of their dogs performing odd behaviors, such as sleeping upside down in a bathtub or refusing to eat until the owner pretends to cook. Winners will see their footage displayed in one of New York City's most iconic advertising spaces.

The initiative is part of Embark's broader effort to raise awareness about canine individuality and genetics. By showcasing pets with distinctive quirks, the company hopes to engage a wider audience and highlight the diversity within dog breeds. Participants submit footage through Embark's online portal, where judges evaluate each entry on creativity, authenticity, and the uniqueness of the behavior.

The contest's criteria focus on behaviors that are both endearing and surprising. Examples include a dog that insists on sleeping on its back in a tub, one that carries a favorite sock around the house, or a pup that refuses to eat unless the owner pretends to prepare its meal. These idiosyncrasies are meant to capture viewers' attention and spark conversation about the personality traits that make each dog special.

How Will the Billboards Be Selected and Displayed?

Embark's marketing team notes that the campaign aligns with current trends in pet ownership, where owners increasingly celebrate their dogs' individuality. By turning these quirks into a public spectacle, the company aims to foster a sense of community among pet lovers and encourage more people to learn about their dogs' genetic backgrounds.

Entries are judged by a panel of veterinarians, dog trainers, and social media influencers. The top three videos are chosen for the billboard display, which will run for two weeks in Times Square's digital advertising zone. The selected footage will be edited into a looping video that appears on a high‑resolution screen, allowing passersby to watch the dog's antics in real time.

The campaign also includes a digital component: each winning video will be featured on Embark's website and shared across the company's social media channels. This dual approach ensures that both physical and online audiences can enjoy the content, amplifying the reach of the contest.

Will Winning Dogs Receive Any Additional Recognition?

Beyond the billboard exposure, winners will receive a free genetic test from Embark, which analyzes over 200,000 markers to provide insights into health risks, ancestry, and behavioral traits. The company also plans to launch a limited‑edition dog collar featuring the winning dog's image, available for purchase through Embark's online store. These perks aim to reward participants while promoting the company's services.

The contest is expected to generate significant buzz among pet owners and the broader public. By turning everyday dog behaviors into a national spectacle, Embark hopes to highlight the joy of pet ownership and the importance of understanding canine genetics. The campaign will run until November 30, 2026, after which winners will be announced and the billboard footage will begin airing.

Frequently Asked Questions

What types of videos are accepted? Only short clips (up to 30 seconds) that clearly show the dog's quirky behavior. The footage must be original and not previously published elsewhere.

How will winners be notified? Embark will email winners within two weeks of the contest deadline. The email will include details about the billboard schedule and the free genetic test.

Can I submit multiple entries? Each participant may submit only one entry. Duplicate submissions will be disqualified.