Mike Bloomberg Promises He Knows How to Interact With Dogs in New Ad

The 30-second spot will run later today ahead of the Puppy Bowl

Libby and Cody remind people that Mike Bloomberg stays off of social media. Bloomberg 2020
Headshot of Sara Jerde

Democratic presidential candidate Mike Bloomberg went viral last week for his peculiar way of greeting a dog. The campaign’s answer to this moment? Make an ad. The formal 30-second response—a spot that showed a handful of dogs “endorsing” Bloomberg—also made its rounds online and gained enough steam that the campaign decided to turn it into a TV ad that will run ahead of the Puppy Bowl later today in 30 states.

The ad shows the so-called “Dogs Fur Mike” Bailey, Shelly, Lucy, Brody, Tyra, Drizzy, Libby, Cody, Nemo and Fez, endorsing the presidential hopeful. The dogs were unavailable for comment.

It’s a tactic to make sure Bloomberg’s message breaks through the noise today despite his extensive spending elsewhere. The candidate has already spent $10 million on an official Super Bowl game spot, and he’s advertised extensively around keywords that users might be searching for online when looking for President Trump’s in-game ad as well.

The Puppy Bowl is a way to target micro audiences who may not be watching the game, but still want in on the action. In 2018, Puppy Bowl XIV scored its highest ratings ever—with a 1.46 rating among Adults 25-54, among live and same-day viewing, and averaged more than 3 million viewers from 3 p.m. to 5 p.m. ET.

While Bloomberg entered the race relatively late, the candidate has tried to make up for that in ad spend. Within the last month, the candidate spent over $100 million in political ads, and that trend doesn’t look to be stopping anytime soon as he targets battleground states.

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@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.