Woof in Advertising: Dogs rule on Game Day
Don’t be surprised if you see more canines than cleavage when it comes to this year’s Super Bowl ads.
At least three ads premiering during the 2012 Super Bowl will star dogs.
“You can’t go wrong with a dog,” Robbie Blinkoff, a cultural anthropologist told USA Today. “The dogs are idealized versions of ourselves. The dogs aren’t dogs — they’re us.”
As anyone who’s been following our “Woof in Advertising” series knows, sex may be the quickest way to a consumer’s groin, but the best route to a consumer’s heart (which we’d argue more often controls the purse strings) is through dogs.
Volkswagen is one company that’s shifted to more heartwarming ads, moving away from the mean spirited but funny ones of recent years.
In its 2012 Super Bowl spot, an extended Internet version of which is seen above, a dog sets off to chase a new VW Beetle only to realize he can no longer fit through the dog door.
He undertakes a makeover of his own, drops a few pounds and is off and running — through the dog door and after a shiny red Beetle. In the final seconds, the ads shifts to a Star War themes, in homage to VW’s popular 2011 Super Bowl spot that featured a child dressed as Darth Vader who thinks “The Force” helped him start a car.
“The Dog Strikes Back” will run in the second quarter of Sunday’s game.
Anheuser Busch, meanwhile, will introduce a new dog — a rescued mutt — in its ad for Bud Light. The dog’s name is Weego, and he fetches a bottle of guess what whenever he hears someone say, “Here, Weego.”
Then there’s the controversial Skechers ad, which the company hopes more people will find funny and inspiring than offensive. (Filmed at Tucson Greyhound Park, it has led to protests and a boycott of Skechers by the anti- greyhound racing group Grey2KUSA.)
Skechers, in case you haven’t stayed abreast, featured Kim Kardashian in its Super Bowl ad last year. This year it put its money on an athletic-shoe wearing French bulldog named Mr. Quiggly, who, in the ad, goes up against a group of racing greyhounds.
Leonard Armato, president of Skechers Fitness Group, says the spot is about inspiration — not greyhound racing: “We believe he’ll be the most lovable dog on the Super Bowl.”
As we’ve only seen a snippet of that one, and no sneak preview of “Weego,” we’ve got to go with the VW dog, for now, as most lovable. He’s a pretty magnificent beast, named Bolt, a 3-year-old Australian shepherd and St. Bernard mix.
As for how he achieved that amazing weight loss, you can find the answer in this “Making of The Dog Strikes Back” video:
(To see all of our “Woof in Advertising” posts, click here.)
Posted by jwoestendiek February 2nd, 2012 under Muttsblog, videos.
Tags: 2012, ads, advertising, anheuser busch, beetle, bolt, boycott, bud light, budweiser, canines, cleavage, commercials, controversy, dogs, dogs in advertising, french bulldog, grey2kusa, greyhound, marketing, mr quiggly, racing, selling, sex, skechers, star wars, super bowl, the dog strikes back, tucson greyhound park, volkswagen, vw, weego, woof in advertising
Comments
Comment from Rachel Hogue
Time February 2, 2012 at 11:41 am
Can’t wait to see the commercials! Especially looking forward to watching Mr. Quiggly’s race. 
Greyhounds make WONDERFUL pets! Those of us in adoption are hoping the Skechers ad gives the breed some publicity and, in turn, increases adoption rates.
To those wondering about the life of a racing greyhound, check out this photo set:
http://www.flickr.com/photos/dazzleme/sets/72157627145032411/
Comment from Claire
Time February 2, 2012 at 11:51 am
Since 1998 I have been the proud owner of retired from racing greyhounds. I am thrilled Skechers is using the magnificent greyhound in their Super Bowl ad. I support Sketches and I am happy they did not pull the ad despite pressure from the uninformed anti racing group.
Comment from Robert
Time February 2, 2012 at 12:37 pm
While Grey2k certainly has the right to their opinion, no one seems to be interested in the other side of the story. G2K’s slanted agenda-oriented propaganda is full of lies and misrepresentations. They lie about the size of the kennels. They lie about the amount of time Greyhounds spend in their kennel – It’s no more than 16 hours a day. They lie about the number of turnouts – it’s 5 to 6 per day. They lie about the length of time for turnouts – it’s usually an hour. They represent 4D meat as if it’s harmful for pet / animal consumption. Greyhounds love 4D meat. They’ve eaten it for decades, and it’s never been a problem. They misrepresent the injury statistics. Their own data obtained from state racing commissions puts the probability of injury at 0.03%. For a serious injury, it’s half that. And on top of all that, the president and executive director (husband and wife Christine Dorchak and Carey Theil), take more than 30% of all donations to Grey2k for their salary and benefits. Amount of money that directly benefits Greyhounds? A big fat ZERO.
Comment from Darlene
Time February 2, 2012 at 2:11 pm
I am a proud owner of 4 retired racing greyhounds and I want to applaud skechers for not pulling the commerical that will air Superbowl Sunday. It is a shame when you have a group of people like G2K that tries to stop this commerical from airing that has not tried in anyway to be a part of greyhounds lives or contributed any money they collect from lying on how greyhounds are trested when they are racing instead they use the money to benefit their pockets that has been proven over and over. Greyhounds were born with the gene to run and are very competive animals and are treated with the upmost respect at all farms. Any owner would be happy to allow you to see films and see the dogs at anytime. That is the reason the dogs come home to retirement as loving as they are. Thank You so much Skechers for airing this commerical and getting greyhounds out so more people will want to adopt this loving breed. We respect your company with great pride.
Comment from Tina
Time February 2, 2012 at 3:05 pm
A dog “fat-suit” !!!
LOL!!!
Comment from Jake’s Dog House
Time February 2, 2012 at 3:55 pm
Agreed – ads with dogs have a greater appeal than reality personalities. Dogs are REAL & LOYAL!
Comment from Kelly
Time February 4, 2012 at 3:50 pm
Thanks for the “making of” vid… fascinating!
Comment from Jimmy
Time February 2, 2012 at 11:08 am
That you Skechers for having a commercial featuring greyhounds. I know that Mr. Quiggly is the star, but I think that when people see greyhounds in the background, they’ll remember the adoption groups they’ve seen at the pet stores, and this commercial will inspire them to adopt. Thank you! We that support this will be wearing our skechers on Super Bowl Sunday and from now on. I personally bought the new GoRuns, and they are the most comfortable shoe I’ve ever worn!