Brilliant Strategic Advertising

It may not be what you thought when you saw this video, but what I thought was, brilliant strategic advertising!

Here is a company that I assume discovered or purchased the ability to determine your geographical makeup from the DNA of a saliva sample. Did they create marketing and sales material saying, “Discover your geographical makeup!”? No, although that is essentially what many businesses do. They looked for an angle, a reason that would be powerful enough to penetrate the hearts of people everywhere.

And then the execution – what a phenomenal video.  The diverse group. The room, table and interviewers are all simple and unbiased – just like the reality of your results. The video editing.  It takes you on an intimate and emotional journey and the result – 7 million views and shared widely across social media with comments of people asking, are you going to do this?


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