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Tag: commercials

Woof in Advertising: Running of the bulldogs

The way they saturate the market, it’s easy to get tired of car insurance ads.

They’ve always tended to air over and over again, until — as imaginative as they might be — we become sick of them.

Perhaps you too have fallen victim to seeing a little too much of the Progressive spokeswoman, or, as I call it, a Floverdose.

Similarly, GEICO’s gecko, cute at first, quickly began grating on my nerves.

woof in advertisingAll this culminates, or at least it does for me, in coming to the decision that I’m not going to be a customer — because their ads annoy me (and because, as much as they spend on advertising, it, somehow, has to be costing me.)

Pretty much every insurance company claims it can save you money — that their rates will save you $318, $412, $562 a year over their competitors — and we all know there’s no way that can be true.

So I no longer look for or expect truth in advertising from car insurance companies; instead I merely expect their commercials to either make me laugh or make me warm and tingly inside — at least until I’ve seen it 20 times.

This new ad from GEICO manages to do both. It’s funny, it’s timely, and it has dogs. Lots of dogs.

On top of that, it’s fresh. The key to keeping viewers from overdosing on a company’s ads is to change them up, which GEICO — though I can’t speak for its insurance — seems to do better than any of the insurance providers.

Their advertising agencies come up with new concepts (otherwise we’d still be watching those cavemen), and provide plenty of variations on continuing themes.

This one, by the Martin Agency, is part of the “what’s not surprising” series. It depicts what looks like is going to be the running of the bulls, but the animals that come charging around the corner in pursuit of the runners are bulldogs.

“The running of the Bulldogs? Surprising. What’s not surprising? How much money Aleia saved by switching to GEICO.”

The actual running of the bulls began earlier this month, ending July 14 at this year’s San Fermin festival in the northern Spanish city of Pamplona.

(This link will lead you to more of our Woof in Advertising posts)

Christie Brinkley unveils the secret to staying young — and it is …

DOGS!

The 63-year-old model says so in PEOPLE, so it must be true.

She tells the magazine/website that her two dogs, Maple Sugar and Chester, are her anti-aging antidotes.

Of course, Brinkley has also credited a few zillion other things with being the secret to her youthful appearance — pretty much any product, it seems, that pays her to do so.

brinkleyanddaughtersBetween her and Cindy Crawford, another 50-plus former model who claims to possesses the secret to staying young, they are shilling not just anti-aging products, but everything from wine to furniture to dog food.

While explaining the secret of staying young to PEOPLE, for instance, Brinkley manages to work in plugs for her book, Timeless Beauty, Purina dog food, and her appearance at 63, with her daughters, in Sports Illustrated’s new swimsuit issue.

Strangely, there is no mention in the PEOPLE article of her line of skin care products that — or so she tells us on television — are her secret to staying young.

The Christie Brinkley Authentic Skincare Bio-Clock Activation System claims to help resist, reduce and reverse the top five signs of aging, according to commercials for the products.

(Try not to confuse this with Meaningful Beauty, apparently made from Italian miracle melons that never rot — the line of anti-aging products touted by Cindy Crawford, who is also managing to remain freakishly young looking despite her advancing years.)

A further parenthetical statement: (Yes, while recuperating from recent surgery I’ve been watching far too much television.)

cb_bio-clock_kit_1aChristie, according to the product’s website, spent four years working with scientists to develop the product. (And yes, she looks good in a lab coat, too.)

“Now,” the website says, “she is sharing her secret with you. It is truly an anti-aging activation or ‘bio-clock’ activation system, containing a proprietary Bio-Copper Complex to help firm, smooth and bring back youthful radiance to skin.”

I’ll admit that Brinkley looks pretty amazing — but given she is saying the secret of staying young is her dogs/her skin creams/her book/even Purina dog food, I’m beginning to suspect the secret to staying young may be selling out.

Perhaps I am being hasty and cynical — or maybe just old and crotchety — but it seems that, for a fee, she’ll endorse any product as being the equivalent of the fountain of youth.

Consider the dog food connection in the PEOPLE article, which took some stretching to accomplish:

brinkley2After praising her dogs, and saying that nutrition is the secret to staying young, Brinkley singles out Purina Pro Plan (but then after all, she is a spokesperson for the company).

It, she says, is keeping her 14-year-old Labradoodle Maple Sugar young.

“That’s why I feed my senior dog Maple Purina Pro Plan,” she tells PEOPLE. “It has enhanced botanicals and ingredients that aid in digestion, things she needs.”

Maple Sugar and Chester, in turn, help keep her young, she says — and I suspect there is more truth in that statement than any of the others.

Your Cindy Crawfords and your Christie Brinkleys are from an era when advertisers and the media set impossibly high standards for women to live up to. That era never ended.

What has changed is those same forces are now setting impossible standards for the over 50 crowd to live up to — especially women. Men, as evidenced by Steve Carell getting good reviews for going grey, and Sam Elliot’s recent movie role as grandfatherly stud muffin, can still somehow get away with visually aging.

But the pressure is there for them, too, even though I — not being one to put too much effort into appearance — never felt it to any great extent. At nearly 64, I’ve given up on finding the fountain of youth. I’d settle for a steady urine stream.

So while I admire the effort your Brinkleys and Crawfords are making — and their willingness to share their anti-aging secrets with the general public — I can’t help but see a little sadness in it all.

They both were and are beautiful women, but you know what? A wrinkle or two wouldn’t really hurt their looks — and might even provide their Stepford-ish faces with some character.

It’s possible to age beautifully without waging an all-out war against that natural process — pouncing on every grey hair, slathering every wrinkle with miracle spackle, tightening, lifting and toning up every sag.

There’s nothing wrong with taking pride in one’s appearance, or working hard at being healthy, but this insistence that all outwardly signs of aging must be fought off at all costs (Brinkley’s Bioclock Anti-Aging system will run you $125) is a fraudulent, manipulative and deceptive bill of goods.

Don’t buy it. Instead, adopt a dog.

(Top photo, PEOPLE; bottom photo, Associated Press)

Woof in Advertising: Snoopy gets the axe

MetLife has given Snoopy his walking papers.

After proudly serving the insurance company for 30 years, Snoopy is being put out to pasture as part of a company-wide “refresh” aimed at portraying MetLife as more sophisticated and financially savvy.

The beagle who has been appearing in MetLife ads since the 1980’s is not the sort of symbol they say they now need.

woof-in-advertising“We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” said chief marketing officer Esther Lee.

“Snoopy helped drive our business and served an important role at the time,” she added. “We have great respect for these iconic characters. However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.”

In other words, Snoopy and the Peanuts gang — as loved and symbolic as they are — are not the kind of symbols the company wants representing them in these times of doing whatever is necessary to make all the money you can possibly make.

You’ve got to admit, the Peanuts characters have never been known for their financial savvy.

lucyI mean 5 cents for psychiatric advice? That’s not going to bring in the kind of profits American corporations now insist on.

Making obscene profits, and being able to talk with saying anything, are vital skills for the modern day American company.

MetLife seems to have that second part down. It’s not until the bottom of its press release about ushering in a new era that the company press release mentions the phasing out of Snoopy and the Peanuts gang — not until after they go on and on (and on) about their bold new company logo.

It’s the letter “M” — but not just any “M.”

“MetLife’s new visual branding is built around a clean, modern aesthetic,” the press release says. “The striking new brandmark brings contemporary blue and green colors together in a symbol of partnership to form an M for MetLife.

“The iconic MetLife blue carries forth the brand’s legacy, but has been brightened and now lives alongside a new color – green – which represents life, renewal and energy. The broader MetLife brand palette expands to include a range of vibrant secondary colors, reflecting the diverse lives of its customers.”

Zzzzzzzz. Good grief! AAUGH!!!

aaughThere will be no more Snoopy in MetLife ads (but we’ll stay tuned for the exciting adventures of that “M”).

And Snoopy will no longer appear on the MetLife blimp.

Don’t cry too much for him, though.

He has plenty on his plate, or in his bowl.

PETA has offered him a job, at least in a tongue in cheek way, as mascot of its doghouse donation program.

Likely, he won’t jump at that, because he’s already sitting pretty. He — or at least descendants of his creator — still reap profits from arrangements with Hallmark, Warner Bros. and Target, CNN reports.

The Peanuts brand has more than 700 licensing agreements in about 100 countries, according to SEC filings. Iconix Brand Group (ICON) partnered with the family of Charles M. Schulz to buy the brand from two publishing houses for $175 million in 2010.

His TV specials will probably be watched by our great great grandchildren.

And he still has his gig with the Macy’s Thanksgiving Day Parade.

Snoopy has floated down Broadway 39 times, more than any other character.

Let’s see an “M” do that.

(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.)

Oink in Advertising: The Chase pig

As those who regularly tune in for our “Woof in Advertising” features know, there’s no animal — with the possible exception of the scantily clad human female — that advertisers turn to more often to sell their products than the dog.

It’s because of the special connection we have with the species, because of the qualities they have come to represent (like loyalty and trustworthiness to name two), and because they are, generally speaking, the cutest things ever.

oinkPercy James, the miniature pig featured in this ad for Chase bank, may give dogs a run for the money in that last category.

Sure, pigs are associated with fatness, laziness and sloth (not traits your average bank would want to equate itself with), but those are the big farm versions that often become ham, pork chops and bacon. Not to mention wallets.

The miniature pig, while maybe not a whole different animal, symbolizes, well, we’re not sure what, but in this ad it represents independence, maybe mixed with a little streak of rebelliousness.

In the ad, a confident looking retired couple (we can only assume they have a nice nest egg) are taking their unique pet “Percy James” for a walk in the park.

“You live life your way,” a narrator says. “We can help you retire your way, too. Financial guidance while you’re mastering life. Chase … so you can.”

The song? It’s “Boombastic,” by Shaggy.

(Click on this link for more Woof in Advertising posts.)

Woof in Advertising: Olympic Mer-mutts

Just in time for the Olympics, Farmers Insurance has come out with a new series of ads featuring dogs making the best of a flooded home.

woof in advertisingThe latest in the Farmers “We Know From Experience” campaign, the ads feature dogs as athletes, competing in events that include diving and synchronized swimming.

The venue? The living room of a home that flooded after one of the dogs turned on the kitchen faucet, causing the sink to overflow.

That part of it, Farmers says, is based on a real claim.

The “Mer-Mutts,” as they are becoming known, are featured together and in separate spots featuring the dives of each — complete with commentary.

You can find all of them here.

Oscar winning actor J.K. Simmons introduces the ad, calling the event a combination of “form, grace and ill-behaved dogs.”



(You can find more of our Woof in Advertising posts here.)

Woof in Advertising: Eukanuba makers agree to drop claims that food extends lifespans

Under pressure from the Federal Trade Commission, the makers of Eukanuba dog food have agreed to stop claiming their brand extends the lives of dogs.

In a settlement that resolves a false advertising complaint filed by the FTC’s Bureau of Consumer Protection, Mars Petcare will cease making the claim.

The FTC announced yesterday it had reached a settlement with Mars. Eukanuba began an advertising campaign last year claiming the brand could extend the expected lifespan of a dog by 30 percent or more.

woof in advertisingThe ads — like the longer version promotion shown above — featured aging black Labs, inspiring music and the bold claim that Eukanuba had been “scientifically proven” to extend the lives of dogs.

“Two-thirds of all Americans have pets at home, and they spend billions of dollars to ensure that their pets are healthy and well-fed,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “Pet owners count on ads to be truthful and not to misrepresent health-related benefits. In this case, Mars Petcare simply did not have the evidence to back up the life-extending claims it made about its Eukanuba dog food.”

The order settling the FTC’s charges prohibits Mars Petcare from making any misleading or unsubstantiated claims that its Eukanuba-brand pet food or any other pet food will enable any dogs to extend their lifespan by 30 percent or more or live exceptionally long lives.

In May 2015, Eukanaba began the marketing and ad campaign on television, in print, and on the Internet.

“Ten years ago, we launched a long life study,” one ad said. “What we observed was astonishing. With Eukanuba and proper care, dogs in the study were able to live beyond their typical lifespan.”

The ad then showed a dog named Iowa who, at 17, had lived five years beyond than the typical Labrador lifespan.

eukanubaThe ads were based on a “10-year Long Life Study” purportedly carried out at the Eukanuba Pet Health and Nutrition Center. Dozens of Labrador retrievers were fed Eukanuba and given “proper care” over that span.

The study found 90% of the dogs lived beyond the typical lifespan of the breed, with 28% living longer than 15 years.

The study was begun while Eukanuba was still owned by Procter & Gamble Co. Last year, Eukanuba, along with Iams and other smaller brands, was acquired by Mars Petcare.

The FTC alleges that the longevity claims are false or unsubstantiated and that the claim that longevity was proven through scientific evidence is false.

“Among other things, the evidence relied on by [Mars] for its representations concerning the Eukanuba brand dog food consisted primarily of results from a single study, the results of which showed no significant difference in the median age at death of the dogs in the study relative to the typical age at death of dogs of the same breed,” reads the complaint. “Therefore, the representations… were, and are, false or misleading.”

The FTC decision does not penalize the pet food company financially, and under it Mars neither admits nor denies any wrongdoing.

(More of our “Woof in Advertising” posts can be found here.)

Woof in Advertising: What the dog knows

This new ad campaign for a dog food company in Brazil is neither warm nor fuzzy.

Instead, it’s a little macabre — and aimed at persuading you that you should feed your pooch Special Dog brand dog food because, otherwise, he might share your secrets with the world.

woof in advertisingCreated by Rio agency DM9DDB, it centers around the idea that your dog has gathered a lot of insider information about your lifestyle in the time you’ve spent together.

In the spot above, for example, a Great Dane confronts his owner in bondage gear.

And in the one below, a Pomeranian catches his owner adding some of her deceased husband’s ashes to her tea.

And in what’s probably the most distasteful one of all, a pug becomes even more bug-eyed after he sees his owner sniffing his own fingers after engaging in some groin related couch behavior.

The message is your dog sees all, and knows all, so you better treat him right.

Kinda gross. Kinda funny. Not the kind of information a dog food customer is looking for, but you must admit they kind of stick in your head.