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