Ad Nut enjoys a simple concept, well-executed. And that's what we have here in a spot for Australian online retailer Pet Circle by The Core Agency. The campaign, part of the agency's 'Nourish them' platform for the brand, also includes outdoor and digital.
Ad Nut's millions of longtime readers are no doubt aware of Ad Nut's opinion on canines: They are murderous beasts intent on rending innocent woodland creatures to bloody shreds. But they are apparently irresistable to creative directors and consumers alike, even though any fool can see that squirrels are far more charismatic and should be cast in more ads. At least in this case having a doggo in the starring role makes sense.
As for Pet Circle, Ad Nut will be interested to see how it does offering free shipping on large, heavy bags of dog food and cat litter. That very tactic was a key factor in one of the most spectacular implosions of the original dotcom era, Pets.com, which famously went from an IPO in February 2000 to liquidation 268 days later. Other than a cautionary tale to frighten business students, the company's most enduring legacy is probably its ad mascot, a sockpuppet (of a dog, of course) created by TBWA\Chiat\Day. Anyway, as far as Ad Nut is aware, the fundamental economics of shipping haven't really changed, not to mention that Amazon also sells pet food, and has billions in the bank.
(By the way, Ad Nut wishes Pet Circle no ill will. In fact, having just discovered that the company sells bird seed—the crack cocaine of squirrelkind—Ad Nut is about to help out by placing a hefty order.)
Client: Pet Circle
Marketing Director: Juvita Janto
Agency: The Core Agency
Creative Partners: Christian Finucane & Jon Skinner
Strategy Director: Simon Rich
Senior Copywriter: Dave Glen
Senior Art Director: Simone Parravicini
Junior Art Director: Valeria Camin
Managing Director: Jane Callister
Account Manager: Max Whitehouse
Agency Senior Producer: Bill Doig
Production Company: Photoplay
Director: Gary John
Producer: Bonnie Fay
Post Production: The Editors
Audio: Smith & Western
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