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Nestlé Purina is bringing a new, upbeat message to the Westminster Kennel Club Dog Show, thanks to ad agency Leo Burnett.
The brand launched a new campaign for its Pro Plan products, starting with a national television spot (below) airing during the competition, today and tomorrow, under the tagline “Inside every good dog is a great dog.” It’s more or less an appeal to the obsessive tendency of owners to anthropomorphize and idolize their pets—stringing together a series of stock images of cute pooches performing fairly banal activities like sitting and running—before escalating into a celebratory montage of the more impressive canine accomplishments.
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