Purina Proves Great Dogs Make for Great Ads

For the last few years, Pedigree has ruled the dog-product ad universe with its “Dogs Rule” work from TBWA\Chiat\Day Los Angeles. That work, with its now-iconic shade of yellow, has grown to permeate every fiber of the brand worldwide. Now, at long last, someone has stepped up to challenge Pedigree with a well-executed piece of their own. Purina has begun airing “Inside Every Good Dog is a Great Dog” during the Westminster Kennel Club broadcasts for its Pro Plan line of dog food. Pro Plan is the new title sponsor this year, taking over for, semi-ironically enough, Pedigree. According to Adfreak, the commercial has been turning hardened dog breeders into blubbering founts of liver-flavored tears. I believe it. If you love dogs, you’ll love this spot. If you don’t love dogs, well, I don’t really trust your judgment anyway. We’ll see if Purina and Leo Burnett can extend this new messaging as well as Pedigree/Chiat has with theirs. But what’s the worst that could happen? Even more dogs on TV and online? Oh, the horror.



Later,

Fox