November 13, 2007

the eyes have it

Theres a joke in advertising and promotion that when all else fails, just add babies or puppies. So you'd think it would be easy to create great campaigns for products that actually do revolve around babies or puppies. But if that's the case, why do so few dog food commercials strike a chord? Probably because they make a common mistake of focusing too much on the trees and not seeing the forest. They'll tell you all about the latest newest formula now with meatier chunks and better vitamins. Blah blah blah. Who cares. Owning a pet is inexorably tied to emotions, not vitamins or meaty chunks. The latest round of the Pedigree "We're For Dogs/Dogs Rule" campaign gets it. Simple but beautiful cinematography of dogs isolated on distinctive yellow background, acoustic music choices, personable relatable emotional copy, and a great voiceover all combine to perfectly capture what those of us who love dogs feel about them. The spots were created by TBWA/Chiat/Day, who created the overall campaign in 2005. A trip to the website not only takes you to the tv spots, but also to a wealth of information on adopting and owning a dog. A nice way to back up your message with some meat (pardon the pun).
[if the commercials don't play smoothly on your computer from the website, try using the youtube link below]
  • - "We See"

  • "Pedigree commercial - We See"
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