Another Campaign Wants You to Adopt a Dog After Listening to Its Playlist

Dieste's got your new Jam! We're referring to the computer-generated star of the agency's unconventional push for nonprofit Dallas Pets Alive. He's not the typically cute, cuddly canine we've come to expect from animal adoption campaigns, though. In the two-minute clip below, which ties-in with music streamer Spotify at the end, you might notice the beast's cassette-recorder face, headphone-ears and boombox body. Plus, he's got a power-cord tail, battery-compartment legs and some vinyl records tossed in for groovy effect. [kickout id="1"] "Jam is composed of elements relating to retro music paraphernalia," agency creative chief Ciro Sarmiento tells AdFreak. "We wanted to communicate that even an older dog still has a lot to offer." At the ad's conclusion, viewers are invited to type "Dallas Pets Alive" into the Spotify search field to pull up a special brand page. "It is here that you have access to over 100 adoptable dogs that have their own curated playlist based on their unique personality, mood and quirks—that helps you to get to know them," Sarmiento says. "Chances are, if you love the playlist, you'll love the dog. If one dog in particular catches your eye, or ear, you can click through to that dog's bio on the Dallas Pets Alive website and start the adoption process." Though Spotify helped build the brand page, this isn't an official initiative from that company. Nor is it related to a similar effort in Germany called "Adoptify" that uses actual pups in its commercials rather than a mechanical mutt. Jam's design is certainly fetching, and his story extremely well realized by visual effects house La Posta in Argentina. Shooters Films director Sebastian Lopez keeps viewers guessing, and entertained, throughout. (The metallic mongrel even sniffs another dog's butt!) That said, the spot is twice as long as it should be, and could use a stronger call to action. Punchier Jam sessions, in 60-, 30- and 6-second edits, are planned. The rrrruffest part of the project, Sarmiento says, had nothing to do with making the film. "The process of creating hundreds of playlists, as easy as that sounds, was a huge undertaking," he says. "We had to spend some initial time with each dog. Then we compiled all the dogs' bios that were written by the foster parents. With photos and bios in hand, we met with a local veterinarian to further refine the bios based on each dog's breed's temperament. The final step was crafting each individual playlist with the help of local musicians and audio gurus." So, they worked like dogs. Grrrr. Hey, why doesn't Jam have woofers for ears? "Can't believe we missed that one," Sarmiento says. Yeah, it's a doggone shame. Add a couple of these bad-boys to Jam's sound system, and he could slide in beside the Barkleys for a boppin' tour of the neighborhood. CREDITS Client: Dallas Pets Alive Client Contact: Leslie Sans Agency: Dieste Chief Creative Officer: Ciro Sarmiento Creative Director: Abe Garcia Associate Creative Director: Dario Campos Art Directors: Abe Garcia / Dario Campos / Sergio Rojas Sr. Copywriter: Renato Martinez Copywriter: Brazos Elkins Head Of Art: Gustavo Zapata Executive Producer: John Costello Brand Leadership: Janelle Trevino Head Of Media: Scott Gassert Director: Sebastian Lopez Editor: Sabrina Mottino Production Company: Shooter Films USA Executive Producer: Mauricio Jemal / Gerard Lodico VFX Company: La Posta Argentina Head Of VFX: Nicolas Cantarelli / Pablo Tufaro Music: Animal Music (Vocals by Ashley Pezzotti, with acoustic guitar by Raúl García.) Executive Producer Music: Alberto Farinas Audio & Sound Design: Def Mule Editorial: Republic Editorial

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Another Campaign Wants You to Adopt a Dog After Listening to Its Playlist

Dieste's new tricks for Dallas Pets Alive

David Gianatasio

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David Gianatasio