Being a referee is one of the toughest jobs in sports—endless scrutiny, high-pressure decisions, and public fallout from calls that spark controversy. But much like in The Farmer’s Dog’s latest NFL ad, where a ref finds solace in his loyal dog after a tough game, sometimes the best comfort comes from a simple connection.
This marks a significant return to storytelling for the 9-year-old brand, which previously captivated audiences with its Emmy-nominated 2023 Super Bowl commercial.
The new spot, part of a larger advertising push, highlights the deep bond between humans and their pets. In the ad, a football referee, shaken by public criticism over a controversial call, finds solace in his relationship with his dog. The spot ends with the message, “Doing your best for them is good enough for today,” underscoring the emotional connection people have with their pets. Watch below:
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Marshall Ball, Senior VP of Brand Marketing for The Farmer’s Dog, explained to AdAge that the goal of the ad is to resonate with the emotional weight of the NFL season opener: “We wanted to tell a story that would meet the moment of the NFL kickoff and ultimately highlight something sacred—the relationship people have with their dogs.”
Directed by Australian filmmaker John Hillcoat, the ad is the first of four set to debut this fall, with three additional 30-second spots slated to roll out later in the season. These shorter ads will focus on key aspects of The Farmer’s Dog services, such as delivery, quality ingredients, and the importance of healthy food for dogs. All spots were created in-house.
As the brand scales its media presence, Ball emphasized that this is one of The Farmer’s Dog’s “bigger creative refreshes to date.” Although he didn’t disclose specific budget details, the campaign is clearly a major step in expanding the brand’s visibility.
When AdAge asked about a potential return to the Super Bowl in 2025, Ball remained focused on the present: “Right now, we’re solely focused on the new spot.”
The new ads will run on TV, paid social media, and The Farmer’s Dog’s owned channels, continuing to build the brand’s mission of helping dogs live healthier lives through fresh, personalized nutrition.
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