Iconic Milk-Bone Knows Life is More Fun with Dogs
Milk-Bone, the iconic dog treat brand, launches a new ad campaign reminding dog owners that not only is life more fun with dogs, but also a dog’s life is more fun with treats. Milk-Bone takes a cheeky tone – which every dog owner can certainly appreciate – favourably comparing their loyal canine companion to an array of traditional and exotic pets in some admittedly ridiculous and lighthearted scenarios. Would you rather play fetch with a turtle or a dog? Can you imagine any other animal looking as cute as a dog serving as ring bearer during your wedding? How about bring your tiger to work day?
The campaign features three broadcast commercials, online video and social content. The campaign is from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Company.
“Today, people take their dogs everywhere; stores, restaurants, their office, on vacation and our culture is really embracing the idea of ‘dog-friendly’ being the norm now, not the exception,” explains Dave Latta, consumer engagement group lead at The J.M. Smucker Company. “The idea of celebrating ‘doglife’ felt synonymous with Milk-Bone. We wanted to re-energise the Milk-Bone campaign and make it more culturally relevant and ubiquitous with today’s dog lovers.”
“The Milk-Bone brand has been loved and trusted by consumers since 1908. As leaders in the dog treats category, only Milk-Bone can truly help all dog parents celebrate the joy of doglife. With a large portfolio of biscuits and exciting innovation for every treating occasion, Milk-Bone continues to lead the way in reminding consumers why having a dog is simply the best,” said Ryan Thomas, vice president of cat and treats marketing at The J.M. Smucker Company. “At the end of the day, sharing life with a dog is fun, and there’s nothing more fun for both dog and dog parent than a treating moment. It’s a connection, a ‘thank you,’ and most importantly, an ‘I love you.’”
“Milk-Bone is an iconic treat brand, so for a bunch of dog lovers who also happen to be creatives, it really sparked a lot of energy at the agency,” stated Andy Bird, CCO, PSOne. “Thankfully our great partners at J.M. Smucker shared our passion for the project and really helped us to create a fun new brand platform that has a strong pro-dog POV but never takes itself too seriously.”
“Dog treats are meant to bring joy, but the communication across the category has become very functional and joyless,” stated Jason Gorman, executive creative director. “Milk-Bone is a pioneer and a leader within the category, and together we wanted to insert the fun back into treating by reminding people how great it is to have a dog in your life.”
The campaign is a lighthearted nod to the million-and-one ways dog owners just know dogs are the most fun pet and companion, deserving of fun treats for making their owners’ lives more fun, too. In the broadcast spots, dogs are playfully pitted against a variety of other pets – from the expected like cats and goldfish, to the outrageous like giraffes, tigers and even vultures. Dog companionship tends to be a lifestyle and philosophy which dog owners eagerly embrace. Consequently, what’s more fun and fulfilling than living in the moment with your dog? This campaign strives to have the pure joy that dogs bring, which really every dog owner will agree has no equal.
Client: The J.M. Smucker Company
Brand: Milk-Bone
Campaign Title: Life’s More Fun With A Dog
Agency: PSOne
Agency Location: New York
Creative
Chief Creative Officer: Andy Bird
Executive Creative Director: Jason Gorman
Creative Director, Art/Copy: Kristen Koop
Creative Director, Art: Shaun Bruce
Creative Director, Copy: Erik Izo
EVP, Director of Integrated Production: Jenny Read
Executive Producer: Lauren Schneidmuller
Senior Producer: Jourdan Valdes
Broadcast Business Manager: Sylvia Maxwell
Group Account Director: Gina Leone
VP Account Director: Lindsey Braem
Account Supervisor: Rebecca Harris
Production
PRODUCTION COMPANY: Smuggler
Director: Guy Shlemerdine
Director of Photography: Jo Willems
Executive Producers: Allison Kunzman
Producer: Alex Waite
Editing
EDITORIAL COMPANY: Cartel
Editor: Kevin Zimmerman (Ring Bearer, Tortoise, Christmas Cat)
Editor: Andy McGraw (BYPTW & Goldfish)
Assistant Editors: James Bird, Anchor Mak, Zoe Kraft
Executive Producer / Partner: Lauren Bleiweiss
Executive Producer / Head of Sales: Alaina Zanotti
Senior Producer: Greer Bratschie
VFX
VFX: The Mill
Creative Director / Shoot Supervisor: Phil Crowe
Executive Producer: Anastasia von Rahl
Senior Producer: Michael Theurer
Production Coordinators: Jena Bodell, Utkarsha Shinde
Team on Christmas Cat and Ring Bearer
2D Lead Artist: Julian Ford
Comp Lead: Renjith Raveendran
Paint Lead: Prajeesh Chaliyam
2D Artists: Ajith Raj, Basabendu Sarkar, Jeff Langlois, Katerina Arroy, Mahesh Ravila, Naga Praveen Kumar, Prabhakaran M, Rahul Roy, Stephen Paragone
3D: Artist
Finish Artist: Narbeh Mardirossian
Team on Goldfish and Bring Your Pet to Work
2D Lead Artist: Tim Robbins, Rob Winfield
Comp Lead: Renjith Raveendran
Paint Lead: Prajeesh Chaliyam
2D Artist: Balachandiran K, Cris Kong, Dushant Joshi, Elad Offer, Gangadharam Raja, Jake Albers, Karthick Anaduri, Prabhakaran M, Prasanna Bhatt, Roman Yavorsky, Shahid Raja, Mangesh Borkar, Stephen Paragone, Yatin Tamhane, Yogesh Sarwa
3D Artist: Robert Chapin
Colour
COLOUR: The Mill
Colourist: Matt Osborne
Colour Producer: Blake Rice
Colour Assist: Logan Highlen, Gemma Parr, Brandon Phillis, Carver Moore
Audio
AUDIO: Sonic Union
Audio Mixer: David Papa (Ring Bearer, Christmas Cat)
Audio Mixer: Rob McIver (BYPTW, Goldfish, Tortoise)
Studio Director: Justine Cortale
Audio Post Producer: Nathanael Taylor
Music
MUSIC & SOUND DESIGN: Barking Owl
Creative Director: Kelly Bayett
Producer: Ashley Benton
Sound Designer: Morgan Johnson
Category: Home , Pet Supplies
Genre: Comedy , Dialogue , People