VIZIO launches new “Hear Like They Do” for sound bars

(VIZIO’s new soundbar campaign goes to the dogs)

When it comes to sound, dogs are the real experts. They can hear higher highs, detect softer sounds and greater nuances, and hear nearly twice as many frequencies as humans. Wouldn’t it be amazing if we could hear the beautifully complex tones and sounds of our favorite entertainment the way they do? That’s the premise of a new advertising campaign for VIZIO Sound Bars — the perfect companion to VIZIO Smart TVs and the #1-selling sound bars in the U.S. — featuring man’s best friend.

In “Hear Like They Do,” David&Goliath’s latest creative campaign for VIZIO, we get a glimpse into the lives of three very different, almost human, dogs, captivated by the immersive sound quality of VIZIO’s Sound Bars as they sit and stay in for a night of television.

The campaign features three :20-second digital videos that capture TV-watching moments of longing, intrigue, and suspense — “French Lover,” a tear-jerking romantic movie; “Crime Boss,” a mob thriller; and “The Kicker,” a nail-biter of a football game. Watch below:

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“We wanted to demonstrate VIZIO’s premium TV soundbars in a way that’s as simple, insightful and entertaining as the content viewers are watching,” said Ben Purcell, Chief Creative Officer, of David&Goliath. “We decided to turn to the experts in sound. And since dogs hear four times better than people, we focused our creative campaign on experiencing sound as they do.” 

Every sound bar in the VIZIO audio collection is engineered to enhance the entertainment experience at home. Movies are more immersive. Games more lifelike. Music more captivating. V-Series sound bars bring awesome sound and simplicity to those who want to level up their TV audio. M-Series packs the latest technologies and incredible fidelity into a variety of form factors that look stunning in any room.

And the game-changing VIZIO Elevate unleashes cinema-quality performance at home with thunderous bass, uncompromising fidelity, and patented Adaptive Height Speakers that auto-rotate to direct sound where needed for ultra-immersive Dolby Atmos and DTS:X audio. 

“At VIZIO, we make products for people who love TV, and our award-winning sound bars create a fully immersive entertainment experience in your own living room,” said VIZIO Vice President, Marketing & Communications, Jodie McAfee. “Watching great TV shows, movies, and sports is a way for the entire family — including the four-legged members — to relax and spend time together. This campaign is a fun way to highlight the whole new level of sound you can enjoy with VIZIO Sound Bars, the #1 Sound Bar in America.”

Working with photographer Shawn Michienzi, David&Goliath captured still images of dogs immersed in the TV action. They then teamed up with the VFX experts at Jamm to bring the canine couch potatoes to life through animation. 

Additional elements of the campaign include 15-second versions of the digital videos, as well as social statics of the creative executions featuring the human-like dogs enthralled with the sounds emanating from their TVs.

To drive social engagement, VIZIO will also be leaning into the trend of dog owners posting pics of their pups on Instagram by calling on “dogfluencers” and pet accounts to share pictures of their dogs watching television with the hashtag #HearLikeTheyDo. The hashtag will help VIZIO spot more furry friends who just might become “dog famous.” 



  • CEO: William Wang
  • VP, Marketing & Communications: Jodie McAfee
  • Senior Creative Director: Joey Neal
  • Director, Performance Marketing: Cody Browne

AGENCY:  David&Goliath, LA

  • Founder & Creative Chairman: David Angelo
  • President: Yumi Prentice
  • Chief Creative Officer: Ben Purcell
  • Group Creative Director/Copy: Courtney Pulver 
  • Group Creative Director/Art: Rob Casillas
  • ACD / Copywriter: Chris Davis
  • ACD / Art Director: Evan Bross
  • Managing Director, Broadcast Production: Paul Albanese
  • Sr Broadcast Producer: Brandon Kusher
  • Executive Art Producer: Cara Nieto
  • Associate Integrated Producer: Abigail Grinberg
  • Sr. Digital Designer: Meagan Steinkamp
  • Group Comms Director: Jeff Cannata
  • Managing Director: Jamie Simms
  • Account Executive: Shane Centkowski
  • Associate Director of Business Affairs: Yenia Paez
  • Senior Project Manager: Donna Alexander

EDIT: Spinach 

  • Post Producer: Nicole Haws  
  • Executive Producer: Jonathan Carpio 
  • Managing Director: Adam Bright 
  • Editor: Juan Pablo Digenio


  • Photographer: Shawn Michienzi
  • Retoucher: Brad Palm


  • VFX Supervisor/Lead Compositor: Jake Montgomery
  • VFX Supervisor/Lead CG: Andy Boyd
  • Flame Artist: Lisa Kim
  • Flame Artist: Graziella Gandolfi
  • Lead CG Artist: Anthony Thomas
  • Lead CG Artist: Brian Burke 
  • Production Coordinator: Jon Lazar
  • Senior Producer: Ashley Greyson
  • Executive Producer: Asher Edwards

Audio: Margarita Mix Santa Monica

  • Sound Designer/Mixer: Nathan Dubin
  • Executive Producers: Whitney Morris & Paula Arnett
  • Operations Manager: Brian Frank