AMV BBDO launched an ugly sweater-themed holiday campaign for pet food brand Cesar entitled “Matchy-Matchy.”
As you may have guessed, the campaign revolves around dogs and their owners donning matching sweaters. A series of 15-second spots depicts such matching dogs and their owners, engaged in various activities such as watching movies, sitting down to dinner, “singing” a duet or just hanging out by the fireplace. It’s cute and festive enough and the videos are sure to be shared by dog-obsessives on social media. And if that’s not enough to attract attention, the brand also managed to get Ice-T and his bulldog, Maximus, to don matching holiday sweaters. Other celebrities involved include Houston Texans defensive end Devon Still and actor/choreographer Mark Ballas of Dancing with the Stars fame.
As Adweek points out, the campaign arrives ahead of Ugly Christmas Sweater Day on December 16, which is a totally real thing that we did not make up.
“The concept comes from the holiday tradition of donning tacky sweaters to get into the festive spirit,” Mars Petcare’s marketing director Dan Jackson explained, “and turns it up a notch by giving a matching set of those sweaters to dogs and their humans.”
In addition to the online videos and photos with “Matchy-Matchy” celebs and their dogs, the campaign also invites fans to get involved themselves on social media, with “#MatchyMatchy” posts of their own.
“Our hope is that consumers who engage with this campaign will walk away feeling good about the Cesar brand,” Jackson added.
