Merial launches new ‘Protection’ campaign and spot for Frontline Plus via Publicis Mojo Sydney
Merial, via agency Publicis Mojo Sydney, has launched a new campaign promoting Frontline Plus, Australia’s leading flea and tick treatment.
The campaign calls on dog owners to choose complete protection for their pets with Frontline Plus, the only treatment that kills all four stages of the flea lifecycle and kills ticks on dogs too.
Digital, point of sale support the idea along with a television commercial, directed by David Rittey from Exit Films. The film shows touching examples of dogs doing their best to protect their owners from what they perceive as threats before calling on owners to return the favour by protecting their dog from the very real threat posed by fleas and ticks.
Says Anne Brown, marketing manager, from Merial: “Our customers see their dogs as more than just pets; they’re part of the family. We want to reassure them that Frontline Plus is the right product to entrust with their dog’s health and well-being.”
Says Craig Davis, chief creative officer of Publicis Mojo Sydney: “There’s a powerful bond between dogs and their owners that we wanted to tap into. It’s a simple idea all dog lovers will appreciate.”
There are plans for the campaign to run in other International markets in the near future.
Agency: Publicis Mojo Sydney
Chief Creative Officer: Craig Davis
Creatives: Adrian Flores, Andy Cooke
Senior Strategic Planner: Lynn Clift
Account Director: Bel Hissey
Account Executive: Michael Wacher
Broadcast Producer: Jasmin Helliar
Print Producer: Christopher Beghin
Production Company: Exit Films
Director: David Rittey
Production Company Producer: Cinnamon Darvall
Editor: The Editors
Sound: Nylon Studios
Music Supervision: Level Two Music
Client: Merial
General Manager: Stephen Dove
Marketing Manager: Anne Brown
Product Managers: Chantelle Scharrer and Kate Taylor
Media Agency: ZenithOptimedia
9 Comments
1 to 10. How does this ad score?
http://sixandabove.com/page.php?fType=scale
one at a time please….
Life is an endless series of questions, isn’t it. Questions like:
a) At the 11-second mark of the :30 cut, is that caked blood we’re seeing around the snout of the little white dog, and if so, whose blood is it?
b) Is the brown dog in the next scene nobly trying (in the best Lassie traditions) to warn its master that yet another Quantas aircraft is flying dangerously low?
c) why is the graphics sequence so ferking Shihtzu, and was it animated on Powerpoint?
On the plus side, the actor wearing the second dog suit really nailed the terrier accent. Rowf!
Release the hounds! Show no quarter! Sick em! Put it out of it’s misery for goodness sake!
quietly yawns. so,so predictable.
Great insight. Dogs are tough, Dog clients are tougher and Pharmaceutical dog clients are worse. So great job team!
“Says Craig Davis, chief creative officer of Publicis Mojo Sydney: “There’s a powerful bond between dogs and their owners that we wanted to tap into. It’s a simple idea all dog lovers will appreciate.””
But not between ECD and creative team – Adrian and Cookey retrenched from Publicis.
lovely stuff
I was on an award jury once judging ads in the Reader’s Digest. A marketing client on the jury got really excited about a really lame idea-free ad for dog food or flea treatment or similar. When I asked him why he liked it he said “I like dogs”.