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Tag: dogs in advertising

Woof in Advertising: Tuna befouls the VW

That trio of sassy grandmothers currently being featured in a series of Volkswagen ads has a new traveling companion — a Chiweenie with an overbite — and true to his name (Tuna) he’s stinking up the place.

In the ad, the grandmas detect an odor in the vehicle, which they at first blame on it being diesel-powered. After some continued sniffing, they determine the real source of the foul smell: It’s Tuna.

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Tuna — that’s his real name — had achieved some major fame even before appearing in the ad, with more than 1.5 million followers on his Instagram page.

And he’s already published his own book, “Tuna Melts My Heart: The Underdog with an Overbite.”

On top of that, he has his own Twitter and Facebook accounts, as well as his own website.

According to that website, Tuna is a 4 year-old Chiweenie (Chihuahua-dachshund mix) with an exaggerated overbite who was rescued in 2010 by Courtney Dasher at a Farmers Market in LA.

Within a year, Dasher created an Instagram account dedicated to Tuna’s photos. By the end of 2012, he had hundreds of thousands of followers.

tuna

Dasher said her goal was to “bring people joy through Tuna’s pictures that showcased his cartoonish looks and his charming personality.”

“Since Tuna is the epitome of the underdog, most people advocate for him and adore him for his endearing qualities. His loyal followers embrace his physical differences, have fallen in love with his charm and connect to his message; that true beauty comes in all forms and radiates from within.

“Furthermore, he is an ambassador for animal rescue, since he too was once rescued, and it has become a part of Courtney’s mission to raise awareness for rescue groups through this platform.”

Dasher met Tuna at an adoption event after he’d been found discarded on the side of the road near San Diego.

You can find more of our “Woof in Advertising” posts — looking at how dogs are used in marketing – here.

(Photo: Instagram)

Trivago man gets Lucky

I have not yet come to fully understand these feelings I have for Trivago Man.

I’m a heterosexual male, yet I will admit I find him quite appealing.

Perhaps it’s that his face has more character than the average shill pushing a product on TV. Perhaps it’s how he always looks at least a little disheveled, rumpled even, and less than smoothly shaved.

Maybe it’s because he’s sooooo laid back. Or because you just know that — behind his charming smile, tight shirt and beltless jeans — there lies a very sensitive side.

That side is played up a little more in this commercial for Trivago, the travel arrangement website based in Dusseldorf, Germany, that seems to be running its ads on every channel in America.

Wouldn’t you just know it, Trivago man has to have a dog.

And not a big dog. Trivago man doesn’t need a gigantic vehicle or large dog to prove his masculinity. A Chihuahua is sufficient for him.

wiaIt’s a quick and witty little ad, with actor Tim Williams, 47, once again serving as the pitchman who doesn’t look like a pitchman.

He’s a non-threatening sort, not supremely arrogant, not overly slick, not particularly young. He seems to be in, or just past, mid-life crisis age, but has kept, I’d guess, a calm and even keel through all that has thrown at him.

He’s just not your typical shiny TV guy. He appears as if he skipped going to make-up before coming into the studio, as if he may even have missed showering yesterday.

As one blogger wrote about him, “He’s so real you can practically smell the tobacco on the tips of his fingers.”

Maybe what’s so appealing about Trivago man is that he — even though he’s an advertising character — is so real.

Only one thing could have made him more real — a dog.

So it really should come as no big surprise that Trivago man got Lucky.

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

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.

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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.)

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: KLM search dog is fake

A beagle named Sherlock, in the employ of KLM airlines, is recovering and returning items lost by travelers  at an Amsterdam Airport — or so this video would have you believe.

But — no shit, Sherlock — the beagle is bogus.

Once again, advertising geniuses have duped the public, and the media, via the Internet.

I’m sure those geniuses don’t see it that way — just creative license, they’d say — but the story of the little beagle reuniting passengers with their lost items is a tall tale, aimed at giving you a warm and fuzzy feeling when it comes to KLM.

Earlier this week the Dutch airline posted the video on YouTube.

Three days later it had 3 million views. New outlets were writing about the amazing pooch who, through his powers of scent, was reuniting travelers with their lost items.

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A day or two later, they were writing about him again — once they realized it was, if not an out and out hoax, a creative stretching of the truth.

The video posted on YouTube carried this description: “KLM’s dedicated Lost & Found team at Amsterdam Airport Schiphol is on a mission to reunite lost items as soon as possible with their legitimate owner. From a teddy bear found by the cabin crew to a laptop left in the lounge. Locating the owners can sometimes be a challenge, so special forces have been hired…”

KLM managed to reach millions with the bogus beagle story, virtually for free — even before it appeared as a paid advertisement.

The advertising agency explained their creative process as follows:

“We were told that the members of KLM’s Lost & Found team sometimes track down passengers before they even realize they’ve lost something,” “We feel they are a bit like detectives. So to illustrate that KLM goes above and beyond for their passengers, we decided to involve a search dog.”

On one hand, you’ve got to admire their ability to get so much ink — I mean so many hits — without spending a dime.

On the other hand, should we really trust a company that’s pulling the wool, or in this case fur, over our eyes?

(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.)

 

Woof in Advertising: Maddie

This is a sweet little commercial for Chevrolet — quite reminiscent of one for Subaru — that follows, though in reverse, a young woman’s bond with her dog.

The tagline: Chevrolet, “a best friend for life’s journey.”

We’d hope, for your sake, your car isn’t your best friend.

Cars and dogs do have some things in common — the high cost of keeping them running, the constant feeding, the licensing requirements, and the fact that they are nearly always at our side. And they do both produce some exhaust.

But, otherwise, there’s really no comparison.

The dog loves you unconditionally. The car has air conditioning. Your dog will offer up a soft and furry paw. Your car is a metal hunk that will tell you to put your seat belt on. Your dog has a soul. Your car has a transmission.

Nevertheless, in our ongoing monitoring of the use of dogs in advertising, we’ve noticed automobile companies seem to be trying harder and harder to get you to think of your car as a dog — loyal, dependable, always there.

They’d like you to have that same powerful bond with their brand of automobiles in the hopes that, when you have to put the old Chevrolet down, you’ll go out and get another one of the same breed.

This ad — though it wasn’t the winner — was one of 72 submissions in the Chevrolet Mofilm Short Film Program. The program allows filmmakers from around the world to submit a short movie, with the winner’s ad being aired during the Oscars.

To see some of our other Woof in Advertising posts, click here.

Woof in Advertising: Doritos “Cowboy Kid”

I don’t remember seeing this Doritos ad during the Super Bowl. Maybe it came later in the game, after the outcome was clear and I tuned out, which as I recall was shortly after the first snap.

Had I seen it, I would have squawked in a more timely manner, because — even though fans chose it as a favorite — I do not like it at all.

Dog riding, like dogfighting and dog racing, is cruel.

And even though special effects were used in this depiction of a kid saddling up on the family mastiff — so he can beat his brother to the bag of Doritos — it sends a bad message to kids (and grown-ups) who don’t know any better.

The ad was one of five finalists chosen in the Crash the Super Bowl ad contest, in which Doritos invites the public to submit their home-made Doritos ads and awards $1 million to the winning commerical.

The “Cowboy Kid” ad came in second, but that was enough to win its creator, Amber Gill, a 34-year-old vocal coach from California, $25,000, a trip to the Super Bowl and a movie contract — and a little criticism from animal welfare types.

Both “Cowboy Kid” and the winning fan-made commercial, “Time Machine,” aired during the Super Bowl and were viewed by an estimated 100 million viewers, minus those who gave up on the big game early on.

Still, given a few of those 100 million are likely stupid or naive enough to try this at home — as any regular reader of this website knows –  I’d have to side with those who are complaining about the ad. While making it didn’t involve any dog being ridden, it’s irresponsible ad-making.

Gill told the Orange County Register the idea was inspired by her owns sons, aged 3 and 1, meaning — we’re pretty sure — the sibling rivalry aspect, as opposed to the dog-riding one.

So we’ll have to give this ad a failing grade, and point out — because, unfortunately, it’s not entirely needless to say — don’t try this at home.

If junior needs to get his cowboy on, we’d suggest a saw horse, or daddy’s back. Otherwise, that crunch you hear might not be Doritos.

(To see more of our Woof in Advertising posts, click here.)

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