Client: Society for the Prevention of Cruelty to Animals of Texas, Dallas Agency: Hadeler Sullivan Ewing, Dallas Creative Director: Tom Marcantel Copywriter: Omar Curiel Photography: Doug Davis

Hadeler Sullivan Ewing is getting the word out to good owners of bad dogs: there is help. As part of the Society for the Prevention of Cruelty to Animals’ efforts to build public awareness of its ‘Pet University’ obedience school, the agency has created a new advertising campaign featuring successful graduates who now know better than to tear up their masters’ slippers. ‘Graduated Magna Nomo Crappa Onna Carpet’ reads a proud pup’s ad, one of three designed for newspaper, bus board and T-shirt display. In another execution, a golden Labrador retriever seems to have straightened everything out next to a chalkboard confession (‘I will not be a bad, bad dog) presumably written 100 times for full effect. Meanwhile, ‘Scooter’ is no longer known by the deleted expletive his owner so fondly adopted, in a third ad. Obviously, according to the agency, the idea is that dogs need to be disciplined so pet owners will not have to face the ‘consequences.’ Said creative director Tom Marcantel: ‘By using a humorous testimonial style, the campaign reminds pet owners of the need for animal training while playing up the unique personality of individual ‘students.’ We used common problems such as housebreaking to demonstrate the need for obedience training.’ The campaign is part of the agency’s year-long pro bono efforts for the SPCA of Texas, which is including its dog obedience school for the first time in a public awareness push. –Glen Fest


Client: The Gambrinus Co., San Antonio Agency: Fogarty Klein & Partners, Houston Creative Directors: Nancy Self, Suzie Jennings Art Director: Rex Gee Copywriter: Julie Finch

Aiming to capitalize on the warm-weather upswing in beer sales, Gambrinus developed a national ‘Support Summer Wild Life’ promotion for its Shiner Bock beer, along with new radio and outdoor ads for use in Texas. Promo materials by Rio Design, San Antonio, feature graphics of people tubing down a river and will be used in 20 states. FK&P’s outdoor and radio work plays off the heritage of Shiner, Texas–home of the Spoetzl Brewery where Shiner is brewed. One outdoor ad proclaims, ‘Our beer goes through hundreds of quality Czechs daily.’ Another pokes fun at the town’s size: ‘Just one traffic light, but worth the stop.’ Sixty-second radio spots describe ideal places to enjoy Shiner throughout Texas and the Southwest. –Steve Krajewski

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