DMB&B has created a pounds 4 million TV campaign to introduce two
new varieties of Pal dog food.
Two 20-second ads, which break on 12 May, give us a window into the
fantasy life of the Pal dog, as it imagines itself lovingly tending the
ingredients that go into the two new Pal varieties - chicken and
sunflower oil, and tuna and sunflower oil.
Each ad features a dog with a human body.
’Catch’ opens with the Pal dog on a jetty in front of a beautiful
harbour scene. He is fully kitted out as a fisherman in yellow oilskins,
standing next to an enormous, freshly landed tuna. The ad then cuts to
show him in the garden
of his farmhouse, carefully watering a row of sunflowers.
’Hippy’ shows another dog on the porch of a farmhouse, dressed in
He is feeding grain to a flock of chickens. The ad then cuts to a field
of sunflowers as the dog rises gently out of the middle of them, dressed
in hippy smock and holding a sunflower.
A Pal spokesman said: ’One of the key ways that dog owners relate to
their pets is by attributing human characteristics and personalities to
them, and these ads put a humorous spin on this theme by depicting it
from the dog’s point of view.
’We believe that they will position Pal as a thoroughly modern,
wholesome and fun brand.’
The ads were written by Alex Hinge, art directed by Steve McDermott and
directed by Roger Woodburn of Park Village.
Media planning is through MediaVest with buying through Zenith.