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Tag: marketing

Woof in Advertising: Whose behind this heartwarming tear-jerker? Kleenex of course

Leave it to a tissue-making company to come up with a tear-jerking dog ad.

And while I’m surprised it has taken them this long, I’m very glad they did.

This Kleenex social marketing video features Chance, a dog who was left partially paralyzed after he was hit by a car. He was scheduled to be euthanized when a San Antonio rescue organization pulled him from the shelter and found him a home.

That home was with Mike, who isn’t “wheelchair-bound” by any means, but also uses one to get around.

“My husband was like we have to get him because nobody is going to love him like we’re going to love him,” his wife Stacey recalls.

wiaThe ad, part of Kleenex’s “Messages of Care” social media campaign, is a beauty. It’s sweet. It’s real. It’s neither overdone nor overwrought.

San Antonio Pets Alive reports on its blog that Chance was “more than ready to be in the spotlight.”

The video depicts how Chance and Mike don’t let too many things get in their way, and how they seem to bring out the best in each other.

“I knew his struggles as well as mine, and I knew we could overcome those obstacles together,” said Mike.

“The difference Chance makes in my life is the happiness and the courage to know that there isn’t anything that anybody can’t do.”

(This series looks at how dogs are used in advertising. You can find more of our “Woof in Advertising” posts here.)

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.)

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.

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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.)

Where can a poop bag go to biodegrade?

landfill

Using “biodegradable” dog poop bags may ease our guilt, but the way we commonly dispose of them isn’t really doing the environment any favors.

That’s because most of them will end up in a landfill — the one place they are least likely to biodegrade.

Recognizing that, the Federal Trade Commission has warned 20 manufacturers of “biodegradable” dog waste bags that their marketing claims of being environmentally-friendly may be deceptive.

Apparently, even if a bag would biodegrade in a compost heap, or on a sidewalk, that doesn’t happen in your typical landfill — they being, after all, places intended primarily to be home to the unbiodegradable.

“Most waste bags … end up in landfills where no plastic biodegrades in anywhere close to one year, if it biodegrades at all,” the FTC said in a press release .

The warning letters were sent after examining the companies’ environmental claims on their websites and in other media, the FTC said.

“Consumers looking to buy environmentally friendly products should not have to guess whether the claims made are accurate,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “It is therefore critical for the FTC to ensure that these claims are not misleading, to protect both consumers and honest competitors.”

The press release leaves two things unclear. For one, are there any dog doo bags that do, in due time, biodregrade in landfills? Or do the companies that didn’t receive the letter simply avoid calling themselves green, or otherwise qualify the claim enough to avoid scrutiny?

If some bags do work better than others, the FTC doesn’t tell us. It declines to identify the 20 companies that were sent warning letters.

Calling a product ”biodegradable,” without qualification, generally means the product will completely break down into its natural components within one year after disposal. Calling the bags “compostable” is also deceptive, and potentially unsafe, the FTC says. Dog waste is generally not safe to compost at home, and while there are some facilities that compost dog waste, they are few and far between.

The FTC advised the companies to review their marketing materials and contact agency staff to tell them how they intend to revise or remove the claims, or explain why they won’t.

“To say your product is ‘degradable’ or ‘biodegradable,’ without qualification, you need competent and reliable scientific evidence that it will degrade in most landfills within the claimed time period or, if you don’t specify a time period, within one year,” the letter says.

“For your dog waste bags, you need competent and reliable scientific evidence that the entire product will completely break down and return to nature — in other words, decompose into elements found in nature — within a reasonably short period of time after customary disposal. To describe your product as biodegradable, you must have evidence that a substantial majority of consumers won’t dispose of them in a landfill or incineration facility since materials thrown away in that fashion don’t biodegrade.”

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.

wia

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: 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.)

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