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Tag: woof in advertising

This year’s Super Bowl ads left me cold

mountain-dew-super-bowl-commercial-2016

This year’s crop of Super Bowl ads was disappointing — and not just because there weren’t enough commercials with dogs in them.

I counted two ads in which dogs played a significant role, compared to nearly a dozen featuring celebrities, among them Alec Baldwin, Jeff Goldblum, Helen Mirren, Amy Schumer, Anthony Hopkins, Seth Rogen, Christopher Walken, Kevin Hart, Willem Dafoe, Liam Neeson, Ryan Reynolds and Drake.

woof in advertisingThat seemed to be the theme — if there was one — to this year’s ads: Let’s get some overexposed celebrities and expose them a little more.

And throw in a dizzying amount of special effects.

Yes, there was that stampede of dachshunds, all in hot dog costumes, making a mad dash for the Heinz family of condiments:

And there were those dogs scheming on how to get their paws on some of the Doritos displayed in the grocery store.

Neither of those knocked me out, and they pale in comparison with some of the far more funny, far more human, dog ads of previous Super Bowls.

Several other ads featured dogs in small supporting roles — in an ad with singing sheep, and in one where a town seems to occupied nearly entirely by clones of Ryan Reynolds (as if we’re not already seeing enough of the real one of him).

Then, too, a dog was part — and I do mean part — of my least favorite dog-related Super Bowl ad.

Mountain Dew, in an ad for its new beverage, Kick Start, unveiled a puppy-monkey-baby that looked like it would be more at home in a bad acid trip. I can only assume its creators had a little too much Kick Start during their creative process.

I didn’t keep a tally, but I’m pretty sure monstrous or otherwise fictional creatures far outnumbered dogs in this year’s ads — just as special effects far outnumbered moments of humanity, and flash far outdistanced substance.

I won’t show you the worst of them — that pink blob of bulging intestines wandering the stadium in search of a free bathroom. Nor will I mention the name the prescription drug it advertised. I’ll just remind you that Super Bowl ads cost $5 million per spot — and that’s just for the time.

Throw in the production costs involved with having a celebrity or animated intestinal blob tout your product and you’ll begin to understand why you probably won’t be paying bargain prices for anti-diarrhea meds or your next Hyundai.

All in all, Super Bowl ads this year left me unimpressed, feeling a little cold, and feeling a little old. They often left me creeped out — and I include the “Super Bowl babies” in that group. (Is the NFL so hard up for something to brag about that it must boast that the big game makes people copulate?)

This year’s ads left me longing for some of those ads of previous years — when dogs were dogs, and men were men, and internal organs stayed inside us.

Not being a big fan of talking dogs, dogs in costume, or dogs being part of some monstrous hyperactive multi-species hybrid, I didn’t really have a favorite dog ad among them.

Instead, I’d have to give this year’s top honors to the Subaru ads featured during the Puppy Bowl.

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

Woof in Advertising: The Barkleys are back

It’s that (one) time of year that we get excited about commercials — and while those that air during the Super Bowl always get the most hype, Subaru is again focusing its advertising efforts on the Puppy Bowl.

Five new ads showcasing the Barkleys, the family of retrievers that first rolled onto the scene in 2013, will be airing in coming weeks and during Puppy Bowl XII on Animal Planet.

The ads are part of Subaru’s “Dog Tested Dog Approved” campaign.

woof in advertisingThe national television spots were created by Carmichael Lynch on behalf of Subaru of America, which is marking its sixth year as the event’s official auto sponsor.

The ads do a great job of intertwining quirky human behavior and quirky dog behavior with some highly laughable results.

In “Phone Navigation,” the Barkleys try to communicate with their smartphone voice assistant, but run into a bit of a language barrier.

“Puppy” shows the Barkleys taking a nighttime drive to try to get their little one to sleep.

And in “Bad Hair Day” Dad picks up Mom from the hair salon and is unsure what to make of her makeover.

Subaru has long been at the forefront of car companies catering to dog owners.

“Subaru and its customers have a deep connection to pets. Eight out of 10 Subaru owners are pet owners, and our brand continues to support the causes and initiatives that our customers care about,” said Alan Bethke, vice president of marketing at Subaru of America.

You can see more of the ads here, and learn more about Subaru’s involvement with dog causes, here.

(Woof in Advertising is a semi-regular feature on ohmidog! that looks at how dogs are used in marketing. You can find more posts here.)

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)

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.)