Staff Reporters
Mar 30, 2012

Ogilvy Sydney draws on dog tactics for Purina treats launch

SYDNEY - Ogilvy & Mather Sydney has launched a series of three new TVCs for Purina's new dog treats brand Ruffs.

The TVCs are based on the funny and manipulative tactics dogs use to get their owners to give them a treat. Beware of a cute overload.

“It’s not often you get the opportunity to introduce a new brand to any market let alone a category with a lot of emotional appeal such as pet treats. The campaign and indeed the brand’s point of view is that treats are not just about a reward, anytime is an opportunity to treat your pet, just for being in your life,” said Ogilvy & Mather business director Nathan Quailey.

Purina head of grocery Nicole Battistessa added, “Treat time can involve play, exercise, learning, relaxation and any number of other good times with your pet. It’s a chance to interact one-on-one with your special four-legged family member. In short, you feed your pet because you need to, but you treat your pet because you want to!”

The commercials go live on 1 April and form part of a larger campaign also including outdoor, print and digital executions with a strong focus on sampling and customer engagement. 

 

Credits:

ECD Brett Howlett
CD/writer Jo Sellars, 
Art director Peta McDowell
Agency producer John Lamble
Production company Film Construction
Director Dave Woods
Producer Warwick Boulter
Sound – Nylon
Post – Frame Set Match. 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

AI, copyright, and creativity: The fine line ...

With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.

1 day ago

Women to Watch 2024: Vivian Liu, DeVries Global

A PR veteran, Liu empowers the next generation in Taiwan by promoting fairness, authenticity, and industry excellence.

1 day ago

A new campaign gives dignity to Vietnam's unsung heroes

This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?

1 day ago

Amazon unveils first brand overhaul in 25 years, ...

The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.