Today, NUTRO Brand Pet Food launches a new ad comedically depicting the recent trend of increased exercise for pet dogs. With many Americans still adhering to stay at home guidelines due to the current pandemic, people are constantly looking for excuses to get outside and stretch their legs.
As a result, dogs are being walked a lot more often than they’re used to, with multiple household members all of a sudden eager to take on the task. The 0:30 long-form creative, entitled “Who Wants a Walk?” shows a family as they navigate their new normal within the COVID-19 landscape.
The brand’s “clean” food philosophy focuses on the benefits of pets eating clean and its role in helping pets maintain an active, healthy lifestyle.
The ad humorously nods to the uptick in exercise for the family dog – Tucker – as his family takes him outside for repeated walks, abiding by social distancing guidelines. The spot illustrates how pets can maintain that lifestyle in today’s world, as Tucker has the nutrition he needs to keep him energized. Watch below:
“This new commercial from NUTRO is relatable to dog owners across the country who are adjusting to this new normal at home,” said Craig Neely, Vice President of Marketing, Mars Petcare. “It showcases what many of us are feeling right now – the need to just get out of the house and walk. It also pokes some fun at the impact that has on our dogs who tend to be our favorite walking buddies.”
The new ad was created by BBDO New York who embarked on a unique challenge to produce the spot during shelter in place orders in Manhattan Beach, Calif. BBDO partnered with O Positive and director, Jun Diaz.
In order to bring the spot to life, the team had to find a talented Director of Photography who could safely shoot the work from his/her own home, which needed to come fully equipped with a family, a dog, and a grassy neighborhood to walk through.
Colin Wilkinson fit the bill perfectly and was able to film the commercial in his own home using his family as both talent and lighting/camera crew, and featuring their adorable Cockapoo – Tucker – as the star. The production was mostly virtual to abide by social distancing guidelines with Diaz directing, and later editing, remotely from Los Angeles. The creative was produced in two weeks’ time from concept to post-edit with a minimal crew.
The NUTRO™ “Who Wants A Walk” creative launches today on national TV and will also air on full episode player (FEP) and online video.
AGENCY: BBDO, New York
- Chief Creative Officer, Worldwide: David Lubars
- Execuitve Creative Director: Peter Kain
- Execuitve Creative Director: Gianfranco Arena
- Creative Director: Lance Vining
- Creative Director: Gary Toit
- EVP, Director of Integrated Production: David Rolfe
- Group Executive Producer: Amy Wertheimer
- Music Producer: Julia Millison
- Senior Account Director: Sally Nathans
- Account Director: Elizabeth Maini
- Account Manager: Isabel Pluck
- Account Executive: Chelsea Berk
- Group Planning Director: Annemarie Norris
- Planning Director: Steve Panawek
- Senior Brand Planner: Molly Gasch
PRODUCTION AND EDIT: O Positive
- Director: Jun Diaz
- Executive Producer: Ralph Laucella
- Executive Producer: Marc Grill
- Producer: Devon Clark
- 1st AD: Ken Licata
- DP: Colin Watkinson
- Editor: Jun Diaz
SOURCE: BBDO New York