DM9DDB takes an odd approach in its new campaign for puppy chow brand Special Dog, displaying in various situations that we should treat man’s best friend well because they know too much.
In “Bondage,” for example, a rather large man wearing chains and a ball gag waddles into a room to get an umbrella (we don’t want to know…) when his dog stares him down.
Tongue lolling out the side of his mouth, drooling, the canine keeps his knowing stare on the man as the spot ends with the tagline, “He knows too much. Treat him well” and a shot of the man pouring Special Dog into his bowl.
The spot is certainly memorable in a WTF kind of way.
We’re not sure that’s going to get people to watch until the end for the brand connection or tune out, confused and/or grossed out. It also would probably help if the spot explained exactly why feeding your pet Special Dog is treating them well in comparison to other brands, although we suppose the name itself provides at least a tenuous connection.
Still, these have got to be some of the more memorable dog food spots we can remember and the pacing is pretty spot-on. Two other spots apply the same concept to the case of a woman who drinks her late husband’s ashes in her tea and a pug who catches his owner sticking his hand down his pants and then sniffing his fingers.
It’s all quite gross, which is the whole point.
Credits:
Advertising Agency: DM9DDB, Brazil
Chief Creative Officer: Aricio Fortes
Executive Creative Officer: Paulo Coelho
Creative Directors: Adriano Alarcon, Carlos Schleder, Gonzalo Ricca
Art Director: Rafael Segri
Copywriter: Filipe Medice
Production Company: Bossa Nova Filmes