Another Pet-Food Ad Makes a Dog-Whistle Sound Spot speaks directly to canines
Employing what sounds like a far-fetched idea, Bakers dog food, a Purina brand in Britain, has embellished one of its commercials (in which pooches hijack a delivery truck filled with product) with a whistle sound that the client claims only canines can hear. The goal is apparently to make dogs take notice and bark at the TV, thus catching the attention of their owners. (Yeah, great way to endear the brand to humans. "Dammit, Fluffy, shut up!") Beneful tried the same tactic in Austria last year. We haven't heard much about that campaign since, though of course we wouldn't, as sounds above 18,000 hertz can't be detected by the human ear. Actually, most commercials would be improved if we couldn't hear their voiceovers and soundtracks, though there are exceptions.
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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.