Ad Nut
Nov 2, 2018

'Petkind' campaign shows dogs can get away with anything

Work for Petbarn by IdeaWorks (part of VMLY&R) imagines a dog disobedience show.

This is a new campaign for Petbarn's private-label petfood, Leaps & Bounds. The work is the first for the Australian brand by IdeaWorks, part of VMLY&R, which won the business late last year.

The online videos above show some kind of alternate-universe Westminster Dog Show. Instead of obedience and walking at heel, the murderous beasts are celebrated and rewarded for slobbering, for shaking off water as vigorously as possible, for rending an innocent sofa into feathery shreds, and in one case, for simply being disobedient. Ad Nut has kindly positioned the slobbering video last in the playlist, and urges you in the strongest possible terms not to watch it. Shudder. 

The campaign also includes small-format OOH, social content and dynamic digital displays, according to the agency.

CREDITS

Client: Petbarn
Senior Exclusive Label Brand Manager: Drew Frame
Assistant Brand Manager Exclusive Brands: Victoria Rae

Agency: IdeaWorks by VMLY&R
Chief Creative Officer: Paul Nagy
Associate Creative Directors: Richard Shaw, Jeremy Hogg
Art Director: Daniel Galeano
Copywriter: Facundo Martinelli
Designers: Anderson Carloni, Adrian Mok
Regional Head of Retail: Danny Lattouf
Account Director: Jacinda Tree
Account Executive: Georgina Chau
Agency Producers: Kilou Picard / Stevi Russell

Production:
Director: Gary John, Photoplay
Producer: Bonnie Fay, Photoplay
Post Production: The Editors
Sound-mix: SongZu

Media: Vizeum Sydney
 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

22 hours ago

Google report sees glimmer of recovery in travel ...

Consumers will prioritise hygiene, use travel bubbles and begin with short vacations, a new report suggests.

22 hours ago

The Apprentice, refreshed, leads One Championship ...

With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.

22 hours ago

Dentsu Aegis to allow Australia staff to WFH for ...

Move comes after internal survey found overwhelming majority of staff want to maintain the current work-from-home arrangements.

22 hours ago

Japan law tightens regulation of major ecommerce ...

TECH BITES: Law addresses concerns that tech giants are abusing their market power and leaving small businesses out of pocket.