Daz leaves doorstep for Emmerdale idents

Daz kicks off its pounds 6 million sponsorship of Emmerdale this week with a series of idents featuring two canine brand spokesmen, Jonno and Barry.

Daz kicks off its pounds 6 million sponsorship of Emmerdale this

week with a series of idents featuring two canine brand spokesmen, Jonno

and Barry.



The famous Daz doorstep challenge has been shelved as the Procter &

Gamble-owned brand pools its marketing budget for the year into

sponsorship of the Yorkshire-based soap in a deal struck by its media

agency, Starcom.



Leo Burnett’s idents introduce Jonno and Barry, who are seen indulging

in their favourite pastime - sitting on the kitchen floor watching the

washing machine go through its cycle.



Each has a distinctive character, revealed through a series of dramas

which unfold as the dogs chat to each other while sitting in front of

the washing machine, much as humans do when watching television.



They shout for their football teams as they watch their kits go through

the wash and discuss their personal lives, as well as individual hopes

and dreams.



In one spot, Jonno enthuses, ’I love a good chase scene’ as the duo

watches the spin cycle whirr into action. In another, they are watching

a load of underwear go round when Barry asks ’what do you reckon to this

then?’ to which Jonno replies ’pants’.



The Daz dogs were created by Simon Brooks at Leo Burnett, and the films

were directed by Jeff Stark through Stark Films, with special effects by

Smoke & Mirrors.



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