For the last few years, Pedigree has ruled the dog-product ad universe with its “Dogs Rule” work from TBWAChiatDay 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
Purina Proves Great Dogs Make for Great Ads
