ohmidog!

I base this report mostly on advertisements shown during the first half of last night’s Super Bowl — for I began to tire during Madonna’s BRIDGESTONE halftime show.

In the first half of the game, I kept track of ads, and according to my tally — and in accordance with my predictions — dogs were theme No. 1 in this year’s Big Game commercials, topping that perennial favorite, sex.

By halftime, we’d seen the controversial SKECHERS greyhound racing ad — mildly funny, at best — VOLKSWAGEN’S “Bark Side” and a DORITO ad featuring a Great Dane (above) who gives his owner some chips to buy his silence regarding the family cat’s mysterious disappearance.

Dogs played smaller supporting roles in two other ads by then, so at halftime I had it scored this way:

Dogs five, Sex three.

While sex seemed to be gaining in the second half, it scored only three times in the first, with GO DADDY’S body painting bit, David Beckham promoting either underpants or himself (I’m still not sure), and an ad featuring model Adriana Lima for the flower delivery outfit, TELEFLORA. Lima, once she is dressed, explains to us that, on Valentine’s Day, and perhaps all other days, men must give to “receive.”

Wink, wink. Nudge, nudge.

To me, that one was far more offensive than the Skechers ad, which an anti-greyhound racing group was protesting because it was filmed at a greyhound park with a poor safety record, and because they thought it would glorify a sport it finds cruel to animals.

In it, Mr. Quiggly, a French bulldog wearing athetic shoes, bests a group of greyhounds at a racetrack, winning by such a large margin that he pauses and then moonwalks backwards across the finish line — sort of like the Giants final touchdown, that touchdown they didn’t really want.

Still, scoring is everything, as the Teleflora ad tells us: Spend money on a female, perhaps in the form of a nice bouquet, and you will get you some.

Running just behind dogs and sex was the theme of death, destruction and other matters apocalyptic, including ads for several doomsday movies and one for cars that, along with their owners, survived the end of the world.

In fourth place were cute babies. Both DORITO and ETRADE ran baby ads in the first half — the latter featuring the now famous market-savvy talking baby, the former featuring a baby fired from a sling to grab a bag of chips.

DORITOS — though its dog-related ads often have a bit of a mean streak (like last year’s of a taunted pug smashing  through a door) — scored with a second dog ad in the second half, depicting a dog park where humans perform tricks and line up for a salty treat.

Our pick of the litter? Weego, the rescued mutt who, whenever he is called – “Here, Weego!” — responds by fetching a BUD LIGHT for the caller. That’s not exactly new ground in beer advertising, but this time, the star was a rescued mutt, a scrawny little dog who oozed far more personality than any of the personalities in the Super Bowl ads, like Mark Cuban, Donald Trump and Clint Eastwood. Better yet, the ad included a pitch for rescuing dogs — and referred viewers to a Facebook page where they could learn more.

Also making a strong showing were “inspirational” ads from GE, celebrating the American worker, and at least two beer ads that seemed to be celebrating the end of prohibition, nearly 80 years ago.

The most powerful, and curious, advertisement shown during the Super Bowl was Clint Eastwood’s pitch for CHRYSLER (or was it for America?). The ad shows dismal-looking footage of Detroit as Eastwood tells us, “It’s halftime in America.” Then he goes on to talk about the resilience of Americans — how, via our bootstraps and given our inner strength, we can pick ourselves up and overcome anything.

It was a moody, somber but hopeful, piece — and maybe a tad ironic given the government bailout Chrysler received decades ago.

It was not an ad I wanted to hoist a celebratory drink to — after all, if it were truly halftime in America, that would mean we’d only have 235 years left – but it was definitely one that made me want to drink.

“Here, Weego!”

(For all our “Woof in Advertising” posts, click here.)

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.)

Skechers has released a sneak preview of its upcoming Super Bowl ad, filmed at a greyhound racing park.

“Get a first look at Mr. Quiggly, the tiny French Bulldog with the heart of a champion, in his SKECHERS GOrun 2012 Big Game commercial,” a publicist for the company wrote in an email. “How will Quiggly find an edge to help him race on Game Day? Watch the preview to see his secret weapon in action!”

Meanwhile, the anti-greyhound racing group Grey2KUSA continues to fire away with its own not-so-secret weapon — a boycott of the shoe company, with protest rallies being held this weekend across the country.

Grey2KUSA says the ad glorifies a sport that is harmful to greyhounds, and points out that it was filmed at one of the country’s most injury-plagued greyhound parks.

Skechers vaguely refers to the “controversy” over the ad in its email: “There has been a lot of talk about Skechers’ new commercial… With a four-legged celebrity taking center stage this year, the campaign has definitely stirred up some controversy, but Skechers believes the spirit of the ‘underdog’ will be a big winner on Game Day.”

In the ad, filmed at Tucson Greyhound Park, a Skechers-wearing French bulldog outraces a group of greyhounds. The ad also features billionaire technology mogul and Dallas Mavericks owner Mark Cuban.

The ad will be aired during the Super Bowl on February 5.

Grey2K coordinated a series of protests this weekend, all held in front of Skechers stores and other outlets at which the shoes are sold.

“No Skechers” events were scheduled this weekend in Tucson, San Francisco, Los Angeles, Portland, Boston, Albuquerque, Salt Lake City and at locations in Florida, Colorado and Michigan.

“Tucson Greyhound Park’s greyhounds are kept confined in small cages which are barely large enough for them to stand up or turn around. They are fed raw 4-D meat, the meat of downed, diseased, disabled or dead livestock. These conditions were documented in recent inspections by Pima County investigators and by a GREY2K USA undercover video first released in 2010,” the organization says.

Additionally, the state of Arizona documented nearly 1,000 injuries in the last reported years of 2007- 2009, including broken legs, sprains, dislocations, muscle tears and strains, lacerations, a cracked skull, broken backs, heat stroke, puncture wounds and paralysis.

“Instead of promoting such cruelty, companies should be asking for it to end,” Grey2K says.

More information can be found at boycottskechers.org.

When is a funny Super Bowl ad not very funny?

When it promotes animal cruelty.

While they haven’t seen the ad in question, an organization that works to ban greyhound racing says that ‘s what the athletic shoe company, Skechers – intentionally or not — is doing.

As we reported a couple of days ago, Skechers, having concluded its contract with Kim Kardashian, has turned to a dog to advertise it’s shoes, and its planned Super Bowl ad features a French bulldog — in Skechers, of course – competing against greyhounds in a race.

The ad was filmed at Tucson Greyhound Park, which the anti-dog racing organization GREY2K USA says is notorious for treating greyhounds poorly. Greyhounds are kept in small cages which are barely large enough for them to stand or turn around, fed diseased meat, and get injured at a clip of nearly once a day.  According to the Arizona Department of Racing, nearly 1,000 greyhound injuries occurred at the park between January 2007 and November 2009.

Grey2KUSA says it contacted Skechers after learning the ad had been filmed, aksing that the “misguided promotion” be canceled. It started a petition urging Skechers to pull the ad at Change.org, and it had nearly 80,000 signatures as of the end of this week.

Grey2K is calling for a boycott of Skechers, and is urging its membership and others to write emails to those involved with the ad:

•Skechers President Michael Greenburg at michaelg@skechers.com
•Skechers Vice President of Media Gary Martin at gpmedia@aol.com
•Mark Cuban at mcuban@hd.net (Cuban, owner of the Dallas Mavericks, is briefly featured in the ad.)
•NBC at nbcuniversalviewerfeedback@nbcuni.com.

And the organization is also running a contest for the best protest photos (such as the one of the greyhound atop this post). The top three entries will win a Grey2KUSA cap.

Protests have been planned at Skechers outlets, and, on Jan. 28, at Tucson Greyhound Park.

Skechers marketing chief Leonard Armato says there are no plans to pull the ad — scheduled to be shown during the Super Bowl Feb. 5. He said the ad doesn’t condone animal cruelty, and pointed out that it has not been seen by any of those who are protesting.

“That the ad is running during the most heavily watched sporting event of the year suggests that greyhound racing is a sport. It is not,” said Grey2K President Christine Dorchak. “It is greyhound cruelty.”

We normally don’t turn to People magazine for our dog news — any more than we would go to the candy store for a library book.

But here are two reports, gleaned from the webpages of PeoplePets, we feel the need to share:

In the first, we learn that Skechers Fitness has replaced Kim Kardashian in its Super Bowl ad with a dog.

The reality star strutted her considerable stuff in a pair of Skechers “Shape-Ups” during last year’s Super Bowl. This year’ spot will feature a French bulldog wearing Skechers’ “GOrun” shoes.

“We have to establish Skechers as more than a lifestyle company,” Skechers Fitness president Leonard Armato explained. Company CEO Robert Greenberg added that Kardashian’s contract came to an end — “to say that she was ‘dropped’ or ‘replaced’ is misleading and untrue.”

Semantics aside, a dog will do this year what Kim Kardashian did last year — and, even though it’s only selling shoes, we consider that progress, as we do anything that results in less TV-time for reality stars.

In the new ad — and we should point out that USA Today broke the news first – the Skechers-wearing bulldog races a group of greyhounds, and, we can only assume, wins.

The People piece includes a poll asking readers which of the two they’d rather see in a Skechers ad. When I last checked, the French bulldog had a whopping 93 percent of the vote.

Moving on to matters even more mundane — but, we’d argue, also strangely reflective of dog’s increasingly important place in society — People reports that The Bachelor is letting his dog check out some of the contestants vying for his affections.

Ben Flajnik (he’s the bachelor) took his Jack Russell terrier, Scotch, along on his date with contestant Courtney. The three enjoyed a picnic under the redwoods in Flajnik’s hometown of Sonoma, Calif. 

It’s not clear if all the contestants will be meeting the dog, but that would be our advice to Ben — choose the one the dog likes best.