Arnold's new campaign for Milk-Bone Brushing Chews features an everyman-type named Ted and his dog, Rudy.
The duo appears in a series of online videos and a TV ad that illustrate the different benefits of the new product, a snack-cum-tooth cleaner that's taking on the likes of Greenies and Dentastix. The TV ad broke this week.
“A lot of times you see advertising in the pet space that tries to hold up a mirror to the customers,” said Arnold creative director Tristan Kincaid, explaining that his agency went a different route. “We wanted to find an interesting guy that dog lovers could laugh and engage with. We tried to look at it as if we were casting episodic content.”
Milk-Bone is owned by Big Heart Pet Brands, the company formerly known as Del Monte Foods. Big Heart is based in San Francisco.
Media spending behind the campaign was not available, but the ads are slated to run for the next six months. Arnold won the business from Draftfcb in February 2013.