TDA Boulder, Organix Prove Dogs Can’t Read

By Erik Oster 

TDA Boulder launched a its first work for Castor & Pollux Natural Petworks organic pet food brand Organix with the 30-second spot “They Can’t Read.”

The spot takes a tongue-in-cheek approach, showing “research” proving conclusively that dogs can not, in fact, read. Its silly dog-centered humor is designed to attract and keep the attention of pet owners leading up to the tagline “They can’t read ingredients. You can.” A voiceover concludes the spot with the message, “America’s number one organic pet food. Organix. Let’s do better.” It’s a simple, direct approach that should grab the attention of dog lovers whether or not they have the sound muted and effectively communicates the message that pet owners are responsible for what their pets eat so they should pay attention to ingredients.

The online spot breaks nationally next month, with a targeted buy aimed at “organically informed consumers” comprised of a mostly female, health-conscious audience of pet owners. It will be supported by additional online placements and print ads running in such lifestyle publications as Organic Life, Yoga Journal and Vegetarian Times, as well as more general interest publications like Women’s Health.


ECD: Jonathan Schoenberg
CD/CW: Jeremy Seibold
AD: Michael Nesmith
Agency Producer: Kate Osborne
Media Planner: Mary Kathryn Daugherty
Sr. Account Executive: Abby Parsons

Prod. Co.: Superfine Picture Company, Los Angeles
Director/Producer: Spencer Chinoy
D.P.: Jeff Schneide
Production Manager: Scott Keiner

Editorial/Post: Cosmo Street Editorial, New York
Editor: Zack Winick
Post Producer: Marieray Mangahas
Color Correct: Shinya Sato

Mix: Eleven Sound, Santa Monica
Mixer: Scott Burns
Assistant Mixer: Benjamin “Boom” Tomastik
Mix Producer: Dawn Reddman
Exec Producer: Suzanne Hollingshead