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Tag: woof in advertising

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.)

Woof in Advertising: The cat did it

This isn’t a new ad from Pepsi, but it’s a memorable one — and a reminder to all those who own both a cat and a dog that, when anything mysteriously goes awry at home, it’s always the cat’s fault.

Yes, no doubt about it, clearly the cat’s fault.

(Woof in Advertising is an occasional feature on ohmidog! that looks at how dogs are used in marketing. To see 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.)

Woof in Advertising: The Scent

Sure, a $50,000 sport utility vehicle can help you find women.

But not as good as a dog can.

In this Range Rover ad, an unnaturally handsome man finds a scarf, lets his dog sniff it, then follows in his Baroque — through winding streets, around various urban obstacles and even down some stairs — as the dog tracks down the owner.

The carmaker says the ad showcases the “contemporary design and extraordinary versatility” of the Range Rover Baroque, but we think the dog wins out, at least in the latter category.

The commercial, entitled “The Scent,” was filmed in Girona and Barcelona, and its tagline is, “Cut a path through civilization.”

Not to give away the ending, but the dog finds the scarf’s owner, and, miracle of miracles, it’s an unnaturally  beautiful woman.

We think the ad would have been better if it were a wrinkly, 99-year-old great grandma, who was missing her babushka. Or better yet, if the camera showed the dog running toward a beautiful young woman, then past her to deliver the scarf back to the great grandma.

While some of its models have shrunk, the Range Rover still has a bit of an image as a big, road-hogging, view-blocking gas guzzler (though the Baroque averages 23 miles per gallon and is much less offensive than, say, a Humvee).

Given that image, the ad could have used a little more humor, a little less hubris – of the “I-can-drive-my-big-imposing-car-anywhere-I-want” category.

Needless to say, don’t try this at home, whether home is Barcelona or Brooklyn. Roving the range is one thing; roving urban sidewalks and steps quite another.

One must be careful not to mow down pedestrians when cutting a path through civilization, which, by the way, already provides us with paths for cars.

They’re called roads.

Woof in Advertising: Budweiser’s Puppy Love

I predict this 60-second Budweiser commercial is going to cause more tears than any fumble, any interception, or even the final outcome of Sunday’s Super Bowl.

Called “Puppy Love,” the ad depicts a special friendship between a yellow lab puppy and a group of Clydesdales.

As the storyline goes, the puppy and the Clydesdales have become best of interspecies friends while residing at ”Warm Springs Puppy Adoption Center.”

WIAWhen the day comes for the puppy to go to a new home, he clearly doesn’t want to leave. And the horses don’t want him to go either.

When his new owner finally gets him in the car and takes off, the Clydesdales stage a coup.

They chase after the car as the pup sadly looks back out the window. They block the car’s path, and the next thing we see is pup and Clydesdales happily trotting back to the farm.

It’s all set to the tune of “Let Her Go” by Passenger.

The ad was posted on YouTube four days before Super Bowl XLVIII, and in less than a day it was viewed by more than 4 million.

(WIA is an occasional feature in ohmidog! that looks at how dogs are used in advertising)

Sarah smiles: The plight of the Doberhuahua

First, back in the 1990s, she wrote and recorded songs that left our hearts in shreds.

Then, in the 2000s, she teamed up with the ASPCA to make heartstring-tugging public service announcements about abused and neglected animals — ads expertly aimed at opening and emptying our tear ducts and wallets.

Now, just when she was starting show up a little less often on TV, Sarah McLachlan is back with another heartfelt plea – to save the Doberhuahua.

The Doberhuahua?

Obviously, that would be a mix between a Doberman and a Chihuahua. I’m sure — given our proclivity for tinkering with dogs, and dogs’ proclivity for overcoming any size disparities when it comes to messing with each other – some might really exist.

doberhuahuaIn this case, though, it’s a monstrous, fictional canine hybrid with a giant head and a tiny body, created to sell cars, specifically, the Audi.

Audi enlisted McLachlan to engage in a little self-satire, as can be seen in this teaser for its Super Bowl ad — a plea by the singer to help save the misunderstood animal with “a heart as big as its head.”

It’s not clear how funny the ad itself will be, or whether it will make anyone want to buy an Audi. But seeing McLachlan lighten up is, to me, worth all $4 million or so Audi is spending to air the ad during the Super Bowl.

My guess is, when it comes the images of Audi, the Doberhuahua, and McLachlan, the ad is going to best serve that of McLachlan.

It should be pointed out here that, just as I don’t personally know any Doberhuahuas, I don’t know Sarah McLachlan. I just have this possibly faulty perception of her — based on what I’ve seen and heard, her beautiful and often sad songs, and her plaintive ASPCA ads — that she overflows with angst, carries the world’s problems on her shoulders, goes to bed crying every night, and thinks you should, too.

It’s equally possible that she, in real life, is a laugh-a-minute, happy go lucky kind of gal, and that the image I and others have of her in our heads is totally off the mark and entirely underserved — hammered in by having seen her countless times over the past decade in ads filled with crippled dogs and one-eyed cats.

Speaking out, tongue in cheek, for the the misunderstood “Doberhuahua” shows McLachlan can laugh at herself — an attribute not always evident in singer-songwriters, or animal welfare advocates. Both can get a little sanctimonious, a little heavy-handed with their messages.

As with Dobermans and Chihuahuas, there’s no reason animal welfare and sense of humor can’t unite now and then. But they rarely do.

In both cases, we think the offspring would be more cute than monstrous.

How this ad plays with animal lovers remains to be seen. They can be a pretty sensitive group, and they can be easily offended, as was the case with last year’s Super Bowl ad that highlighted greyhound racing, the one with the French bulldog that outraced them all because he was wearing Skechers.

Will Doberman fans object to the Audi ad, based on how it might stereotype their breed as all befanged and snarly? Will the ad rub pit bull fans the wrong way? Will the fictional plight of the Doberhuahua somehow detract from the very real plight of unwanted and abused dogs? Is it worth getting worked up about a fictionally engineered dog when there’s so much other real and disturbing dog engineering going on?

Time will tell. Meanwhile, I’m just glad to see Sarah smile.