'Dick the dog' is the creation of Ogilvy Hong Kong for MTV's Staying Alive Foundation, and Ad Nut is pretty certain no one will introduce it better than chief creative officer Reed Collins:
Dick the Dog is a mischievous little mutt who gets extremely excited whenever he sees a hole. But before Dick can go exploring he must put on his little raincoat.
There you have it. And Ad Nut agrees 100 percent with the unapologetically NSFW approach, given the challenge of getting the attention of the intended audience and the importance of the message.
The PSA will air in more than 50 countries in Asia, Europe, Africa and Latin America on satellite TV and digital channels.
Ad Nut sincerely regrets that this campaign did not reach the old oak tree in time for yesterday's Valentine's Day roundup, but as the email had "dick" and "sex" in the subject line, it unsurprisingly got flagged as spam.
CCO: Reed Collins
CDs: Paul Suters, Sarah-Leith Izzard, Mike Pearson
Art Director: Sarah-Leith Izzard
Copywriter: Paul Suters
Illustrators: Mrzyk & Moriceau
Strategy: Huw Gildon
Account Management: David Mayo
Producer: Lulu Wong
Director: Mrzyk & Moriceau
Music/Composition: Woody Guthrie
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