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Canines might not understand birth control, but creatives at Boone/Oakley are practicing new marketing tricks.
In the Charlotte, N.C., shop’s latest 30-second television commercial for the local Humane Society, two dogs demonstrate how not to use a condom.
“Puppy Love,” directed by Peter Darley of Miller Stiefel + Co. in Santa Monica, Calif., shows a sexually active pair of mutts at least trying to be responsible. Unfortunately, no one ever instructed them that a condom does not go on a wagging tail.
Charlotte CBS affiliate WBTV refused to run the PSA, but Fox’s WCCB-TV sat up and begged.
“They ran [the spot] first on their 6 o’clock news, asking people if the ad was effective or offensive,” said agencypartner David Oakley.
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