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