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Tag: commercial

Woof in Advertising: McConaughey and dogs

As Matthew McConaughey’s Lincoln ads go, this new one, thankfully, doesn’t strive as hard to be sublime as the others, but it’s almost as ridiculous.

Generally, the series of luxury car ads has seemed more intent on celebrating the actor’s looks and accessories than the motor vehicle’s, and more concerned with his lofty personal observations than the vehicle’s performance.

This time, at least, he’s not talking to himself as he pulls out the driveway of a ritzy neighborhood. This time, he’s not checking his cuff links, or contemplatively rolling an invisible something between his thumb and forefinger.

This time, it’s a little more down to earth — he’s talking to two dogs in the back seat, about where to go eat.

“Alright what do you think boys?” McConaughey asks the German shorthaired pointer and Weimaraner in back of the Lincoln Navigator. “We could do tacos, we could do some Thai. Oh what do you think about sushi?”

woof in advertising(I wouldn’t recommend feeding any of those to a dog.)

The dogs somehow convey to McConaughey that they want barbecue (again). But McConaughey, deeming himself the far superior creature, nixes their idea

“No, we’re not having barbecue again. Why? Because you’re on four legs and I’m on two.

“And I’m driving.”

He punctuates that last sentence with a clicking mouth noise and a wink. Maybe it’s supposed to come across as sexy and self-assured, or it could just be to distract us from the obvious question: “If you didn’t care what they wanted to eat, why did you bother asking them in the first place?”

McConaughey has three dogs of his own, but none of them was used for the ad.

“Lincoln and I wanted the new ad to be more lighthearted and fun, so when they pitched the ‘driving with dogs’ idea I was in,” McConaughey said. In a news release for the ad, he added, “People love their dogs, I’ve got three myself, and yes, I, like most of you, even talk to them.”

The commercial spot, called “Time to Eat,” got its first TV air time during the Grammy awards. It was directed by filmmaker Gus Van Sant.

“Gus really understood how to bring the story of the Lincoln Navigator to life,” Jon Pearce, executive vice president and global chief creative officer for the ad agency Hudson Rouge, said in the release. “The setting, our canine passengers and some pithy dialogue all work together to tell the story of the type of person who likes to drive a Navigator.”

And what kind of person is that? We can only guess a pithy one.

(Woof in Advertising is a recurring ohmidog! feature that looks at how dogs are used in marketing. You can find earlier posts in this archived collection.)

But wait! There’s more

Sometimes, technology is little more than putting a bygone relic to new use.

Witness the Woof Washer 360 — basically a Hula Hoop with holes in it that attaches to your garden hose, allowing you to squirt your dog clean with the kind of coverage Anderson Cooper might envy.

It’s currently being direct-marketed to consumers with the kind of goofy ad direct-marketers are famous for.

“Rover loves to play, but he ends up filthy from the day,” we are told, as if we are second graders who wouldn’t otherwise realize that.

Simply connect the magic wand to a hose, add soap, slip it over your dog and the “sudsy solution” will “scrub” Rover clean — in less than one minute.

The secret, we’re told, is the “360 degree design…Amazing…like a soothing massage for your pet.”

Somehow, we are supposed to conclude that “Rover” will not be as frightened by a giant hoop producing dozens of streams of water as he is by a garden hose.

We are supposed to “Act now!” of course, because this item is “not available in stores.”

And what would any TV/Internet only offer be without the ubiquitous added incentive: “But wait, there’s more” — in this case a bonus “Woof Washer 360 Microfiber Quick Drying Mitt” to dry your dog even faster.

Woof Washer 360 comes in two sizes — small ($19.99) and large ($24.99).

One one level, it makes a weird kind of sense. Then again it looks like the kind of contraption that ends up stashed in the corner of the garage, gathering cobwebs.

But worry not; decades from now, when its unearthed anew, the grandkids can always use it as a Hula Hoop.

Ooda lalley, ooda lalley, golly what a day

We love dogs. We love depictions of interspecies harmony. And danged if we don’t love Roger Miller.

So even though its cast is made up of various members of the animal kingdom — not just the dogs we normally feature in our “Woof in Advertising” pieces — we’re pretty crazy about this recent ad for Android phones.

We especially like the tagline: “Be Together. Not the Same.”

wiaMany of the interspecies friends shown in the ad have been featured before here on ohmidog!, including Roscoe and Suryia, the coonhound and orangutan who appear at the beginning of the commercial.

The ad doesn’t make me want to buy an Android phone.

But it does make me happy.

How can such scenes of interspecies friendship not make you joyful, especially when you throw in the phrase “Ooda Lalley?

(According to Urban Dictionary, it’s a term popularized in the 1950s, meaning yay or yippee.)

Now all we have to do is figure out what “Do-Wacka-Do” means, and whether it’s possible that — with enough interspecies harmony — we CAN roller skate in a buffalo herd.

Woof in Advertising: Utterly unskippable

You know, probably all too well, those intrusive and uninvited advertisements that often precede viewing the videos you want to view on the Internet.

They are known as “pre-roll ads,” and I always do my best to make them disappear — both in terms of the videos I put on ohmidog!, and in terms of my own home viewing. I skip them the millisecond YouTube permits me to.

This one though, I’ve watched ten times, in its entirety.

The first five seconds of the Geico ad shows an all-too-typical family enjoying an all-too-typical spaghetti dinner, with the wife bragging about saving money on her insurance bill before the ad seems to culminate, at the five-second mark, in what at first appears to be an all-too-typical freeze frame.

That, as the family remains frozen — or at least tries to — is where the Saint Bernard comes in.


He eats spaghetti off the dad’s fork, climbs atop the table and clears the daughter’s plate, passes over the salad and spills a glass of milk as he proceeds to the the son’s plate, devouring its contents. Then he plunges his snout  into the serving dish mom is holding.

The ad doesn’t really make me want to find out if 15 seconds can save me 15 percent on my insurance bill, but it’s brilliant — and further proof that dogs have a way of holding our attention, especially dogs behaving badly.

The ad was filmed in Los Angeles last month, and the dog, whose real name is Bolt, is a Saint Bernard mix.

If you find it impossible to skip, that was exactly the goal — to keep people riveted, even though it’s a form of advertising most of us detest.

“We call these unskippable,” Joe Alexander, chief creative officer at The Martin Agency, told USA Today. The agency has created three other mock freeze-frame Geico spots.

“Our goal is to bring attention to Geico in a space that is often hated,” he said.

(You can find more of our “Woof  in Advertising” posts — about how marketers use dogs in advertising — here.)

A hard hitting ad from guide dog foundation

This public service ad for a Dutch service dog foundation certainly isn’t the typical “awwww”-invoking stuff you see from do-gooders trying to raise some money.

It’s pretty chilling, as is its tagline: “We not only help people who cannot see, but also those who have seen too much”

The ad was made for the Royal Dutch Guide Dog Foundation (KNGF Geleidehonden), which in addition to supplying guide dogs for the blind, also trains assistance dogs for veterans coping with PTSD and other war-induced traumas.

Established in 1935, the organization has trained over 5,000 dogs for guide dog users in various parts of the Netherlands.

The ad won the the Gouden Loeki (a Dutch commercial award) in 2014.

Woof in Advertising: “Henry! Bad boy!”

“Everyone loves their Nest Dropcam,” reads the tagline of this ad. “Except this dog.”

And can you blame him? Not only can Henry be spied upon by the spiffy little wifi camera, but his owners — be they at work, out on the town or away on vacation — can also verbally reprimand him if they see him misbehaving, through the Dropcam’s “Two-way Talk” feature:

“Henry! … Bad boy!”

DropcamHere’s how Henry, in the commercial, explains his disdain for the device:

“If you’re like me, there’s nothing you enjoy more than hopping up on a couch, destroying a few pillows or chewing on a good shoe. So this new Nest Dropcam is a serious buzz kill. It’s always watching so people can keep an eye on me when they’re away and even chime in with their inane reprimands …  Who’s to say who’s a bad boy and who’s not? It seems so subjective if you ask me.”

In real life, I doubt dogs even notice when a cam is spying on them — unless the dog’s human is using the device’s talking feature to reprimand, praise or otherwise confuse the canine from afar, which strikes me as more of a harassing moment than a teaching one.

What do dogs make of that familiar-sounding, yet disembodied voice?

In real life, I’d bet there are people who hate the Nest Dropcam much more than dogs do. Maids, nannies and visiting dogwalkers might have a problem with it, too — especially if they’re unaware it’s pointed at them, or of it’s eavesdropping abilities, or if they suddenly find themselves receiving orders through it.

Whatever happened to the right to face one’s accuser?

While this ad is aimed at dog owners, the cams are being more heavily marketed as security tools, or as yet another component of a “smart home” system that can help you remotely control your thermostat, DVR, lights, alarms, cooking devices, etc.

Among the concerns some folks have about such systems are what data they might be collecting, and with whom they might be sharing it.

Google acquired Nest, a home automation company, for $3.2 billion in January, but maybe it is wrong to read anything into that.

I’m not sure I’d want my home powered by Google, managed by Google or monitored by Google. For that matter, I’m not sure I’d even want a smart home. I don’t want my house to be able to outwit me — and if you put a computer in charge  of it, you know that’s exactly what the device will teach the home.

“John,” the computer would say to me through the Dropcam, or one of it’s other audio outlets, “Get your feet off the couch.”

“But we discussed this and decided it would be OK,” I’d counter.

“I can only grant an exception if you provide the special 25-character passcode,” the computer would remind me.

“But I’ve forgotten it.”

“Then get your feet off the couch.”

I would not obey the Dropcam, and wouldn’t expect my dog to, either.

It is, after all, our home. And as living, breathing, thinking creatures, we are in charge, not the machines — at least up until the moment the smart home has the telephone call a locksmith to change the locks.

(You can find more of our “Woof  in Advertising” posts — about how marketers use dogs in advertising — here.)

Woof in Advertising: Friends are waiting

Budweiser’s new public service message encouraging responsible drinking lets a dog make the point:

“Next time you go out, be sure to make a plan to get home safely, because friends are waiting.”

Sure, they could have used a worried spouse, or a cute child, but somehow a dog drives the point home even better. Nobody waits for you like a dog does, and no one seems happier to see you come through the front door.

By using a dog, and making the ad’s ending happy, this public service message avoids becoming heavy-handed, sanctimonious, preachy and blatantly tear-jerking (unlike some of those PSA’s animal welfare organizations produce).

That, and being so on point, are what make it so effective.

In a decade of writing about dogs, and their people, I’ve had many people tell me how their dogs have changed their lives, and made their lives worth living. Some go so far to say their dog helped them move out of a criminal lifestyle or kept them from committing suicide. Dogs give us a reason to live, and a reason to live responsibly.

Dogs make us do the right thing.

Beer does the opposite.

WIAGiven alcohol is a factor in nearly a third of all traffic related deaths, there will be those who see some hypocrisy in a company simultaneously bombarding us with beer ads and telling us to drink responsibly.

Some accused the company of just that last week, when Anheuser-Busch, the official sponsor of the NFL season, issued its statement expressing concern about domestic abuse among NFL players, given alcohol and substance abuse play a role in nearly two out of three domestic violence cases, according to some studies.

“We are disappointed and increasingly concerned by the recent incidents that have overshadowed this NFL season,” Anheuser-Busch said in the statement — not directly threatening to end its $194 million relationship with the NFL, but, between the lines, raising that possibility. “We are not yet satisfied with the league’s handling of behaviors that so clearly go against our own company culture and code.”

Both the domestic abuse statement and the responsible drinking PSA came out last week. The latter was posted on YouTube Friday.

Maybe Anheuser-Busch is becoming more socially conscious, or maybe it’s just buffing up its image.

Some may think Anheuser-Busch, both with its domestic violence statement and its responsible drinking PSA, is getting on a high horse it has no right to mount (Clydesdale, maybe?).

“How crazy is this?” Jon Stewart noted last week on The Daily Show. “A company that sells alcohol is the moral touchstone of the NFL.”

That’s one way to look at it:  A beer company shouldn’t try to set our moral compass — and has no right to do so.

One could also say — given the social problems its products tend to spawn and exacerbate —  that a beer company has every duty to take such actions, and produce such ads.

In any event, we’re glad they  made this one, and we hope to see it on television at least as often as we do the Clydesdales.

(Woof in Advertising is an occasional feature on ohmidog! that looks at how dogs are used in advertising. For more Woof in Advertising posts, click here.)