Monthly Archives: September 2010

Pedigree Petfood Canada has launched a few months ago “Catch”, a multimedia advertising campaign featuring the efforts of dogs to catch Healthy Pocket pieces of Pedigree Vitality. Muscles are tensed. Tongues are let loose. Saliva drips. Bodies are launched. Some are not. Canine expressions of all sorts are captured at 1000 frames per second to take 3 seconds of action into 30 seconds of anticipation. All inspired by “Birds”, the Vitalic music video produced by French digital production house Pleix.

 This may not be the most creative campaign, but it got my attention ‘cause it’s original and nice to look at. Check it out!


Director Bob Purman explained how they’ve achieved the shots using two spots, a “Catch” and a “Jump” execution:

“The ‘Catch’ spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs’ eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog’s facial expressions. A few days after the shoot I started to get emails from Mark, Steph and the editor Chris Parkins with the different iterations of the spots cut to different music selections, all of them interesting for different reasons. But then they put footage from the two spots together to form this new greater whole that really exploits the dynamics of the dogs’ athleticism and their emotive personality in slowed time.”

Agency: TBWAToronto

Via LikeCool and The Inspiration Room.



This is the kind of ad you just have to look at and enjoy. Don’t think about it too long otherwise you will rationalize the idea to death. Let me explain. At first sight this is a nice idea: the mechanic gets his hands dirty on mud ‘cause Land Rovers go everywhere. Clear, simple.

If you think about it (and this can be a client’s remark ;-) the mechanic cleans of his hands. This means the car broke down because of the mud, thus Land Rovers are not suitable for off-road racing.

Advertising Agency: Filadélfia, Belo Horizonte, Brazil

Via AdsoftheWorld.

If you want to explain all the different (new) online technologies to someone, check out this campaign for EOS magazine from Happiness Brussels. Really nice work!

“Eos has launched “Talking Tree”, a campaign that turns the environmental debate on its head by giving a voice and “feelings” to a 100 year old tree living in living in Bois de la Cambre, on the edge of Brussels. The tree has been hooked up to a fine dust meter, ozone meter, light meter, weatherstation, webcam and microphone, providing regular updates to followers through YouTube, Flickr,Twitter, Facebook and Soundcloud.”