Skype Is Great for Lots of Stuff, Like Helping Russian Pet Detectives Find Dogs Named Donut

As long as you have sock soup, too

There's a real-live Ace Ventura in Moscow, and Skype wants you to know he uses its technology to help find lost cats and dogs.

Meet Valeriy Subrigov, a former police officer and now a pet detective of 25 years who stars in Pereira & O'Dell's new documentary-style ad for the video chat and messaging service.

A terrier excellently named Donut has gone missing. Subrigov communicates with the owner, a woman named Masha, via Skype, while he searches for Donut. Naturally, Subrigov succeeds, and the brand gets to play a key role in the rescue. But an odder bit in Subrigov's professional toolkit—namely, a soup made from Masha's socks—ultimately proves the turning point in the hunt.

In other words, the ad is a little silly, but also pretty endearing. Skype deserves credit for working a dog into a storyline with only a moderate degree of audience pandering. And it's certainly lighter fare than the company's last ad about Skype's professional applications … though that wasn't hard, given that one was about an entire country slowly disappearing into the Pacific Ocean.

Still, you do have to wonder how large the pet detective market really is.


Agency: Pereira & O'Dell

Executive Creative Director: Jamie Robinson

Creative Director: Jonathan Woytek

Associate Creative Directors: Michael Gurman, Brett Beaty

Senior Art Director: Ben Sweitzer

Senior Copywriter: Gabriel Miller

Copywriter: Simon Friedlander

Head of Production: Jeff Ferro

Senior Broadcast Producer: Bill Spangler

Post Producer: Ro Weitekamp

Senior Integrated Producer: Jason Mar

Co-Director of Client Services: Ivy Truong

Senior Account Executive: William de Ryk

Strategy Director: Molly Cabe

Strategy Director, Media and Distribution: Jasmine Summerset

Production Company:  Station Film

Directors: Peking's Gregory Mitnick, Nat Livingston Johnson

Executive Producers: Caroline Gibney, Michael Di Girolamo

Line Producer: Sarah McMurray

Editing, Postproduction: Umlaut Films

Editor: Jessica Congdon

Assistant Editor: Michael Pavoni

Color, Online: Ivan Miller

Executive Producer: Gina Locurcio

Producer: Kelly Gibbs

Music: Future Perfect Music

Composer: Victor Magro

Executive Producer: Maxwell Gosling

Sound Mix: One Union Recording Studios

Senior Engineers: Eben Carr, Matthew Wood

Audio Producer: Lauren Mask

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@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.