Hindquarters launches brand with twerking dogs music video

Hindquarters, a luxury dog accessory brand, has launched its brand with a surreal online campaign in which dogs "twerk" in the style of popular music videos.

Created by Saatchi & Saatchi London, the 90-second ad’s soundtrack is Walk the Dog, a new track released last week by Geranimo & Mikey, the offshoot of Basement Jaxx’s Felix Buxton.

The ad, released online today on Basement Jaxx’s YouTube page, satirises modern dance music videos by showing dogs shaking their rear ends to imitate twerking.

The spot was created by Alex Sattlecker and Linda Weitgasser at Saatchi & Saatchi and directed by Tom Beard through Partizan.

Hindquarters, founded by Alex Sullivan and Jeremy Cooper in 2010, offers handcrafted high-end products for dogs such as beds, collars, leads and bowls.

Sattlecker said: "We wanted to get the name Hindquarters out there. And how else, we thought, than twerking dogs?

"We didn't consider that dogs normally don't twerk no matter how many times you ask them to. But we got there in the end."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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