Purina takes a snapshot of life with dogs in new Supercoat campaign via Ogilvy & Mather Sydney
Ogilvy & Mather, Sydney has created a new campaign for Purina Australia and its premium nutrition brand for pets, Supercoat.
The ‘Snapshot’ TVC will launch this Sunday and run through the year. It will extend into print, digital and be executed through in store activity.
Says Ogilvy & Mather, business director, Nathan Quailey: “Supercoat is such a great brand and has been a huge success for Purina. It has enormous potential to be the brand of choice for all Australian pet owning families. This campaign and the new positioning for the brand demonstrates that Supercoat caters to family pets at all life stages as they grow up.”
Nicole Battistessa, head of grocery sales & marketing, Nestle Purina Petcare added: ‘Supercoat has gone from strength to strength over the years building on its strong heritage for natural pet food, with no artificial colours or flavours, as well as our long term endorsement from Veterinarian Dr Harry Cooper. We need to evolve our positioning to leverage the strength of the brands heritage, but also engage with pet owners on an emotional level. The ‘Growing up Supercoat’ campaign taps beautifully into the truth that pets are an important part of family life and making the right nutritional choice for the age of your pet really matters.”
31 Comments
Strangley hypnotic. Nice track.
Nice. And on a difficult client like Purina. Especially nice.
This is terrible including the music.
Cute because it’s got a dog, but as a piece of creative it’s overly sentimental if not lazy.
This is a great spot. I loved it, anybody who has a dog will love it and the music track is perfect.
Compared to everything else in it’s category it will stand out like the proverbial dogs balls and sell a heap of dog food.
Poodle 4.54 is clearly a cat lover.
Meow, I have a dog and I think it’s cute but it is a terrible ad. It’s a shitty technique in search of an idea.
What is there not to like about this spot?
Lovely track, cute dogs and charming kids.
Sausages!
I didn’t think it was possible to rob a dog of its personality and likeability – but this use of stills technique sure has achieved it.
Totally detached. Washed out grade – no warmth. Song is horrid too.
‘We’re for Dogs’ those ads have a soul.
It’s a shame I haven’t seen any kudos for Paolo Nutini, who originally recorded the song, ‘Growing Up Beside You’, not that long ago.
If you’re not moved by this spot, check your pulse. You could be dead.
Totes Brilliant.
Labradors rule!
So who sings this version???
Can someone please tell me who sings this version of ‘growing up beside you’?????
The song is sung on the ad by Sydney singer PJ Wolf.
Love it love it love it.
And I don’t even have a dog! I do have kids though & it made me well-up.
The song is beautiful and this version is actually my preferred over Nutini’s original.
Will appeal to families for sure & anyone with love in their heart.
Is there any chance of getting that version anywhere. I love Nutini’s but love PJ Wolf as well
The song sounds like its by Eddie Vedder but I have been searching for it and can’t find a version performed by him anywhere. I could be wrong!
Gorgeous, clever branding! Love it!
I too would love to know where I can find PJ Wolf’s version of the track…it’s just delightful. Well done.
I agree with sunnysideup….where’s the kudos for Paolo Nutini??
Gosh i love this add and the song wish i could buy pj wolf version in itunes
How do I get this song downloaded on iTunes?Ive tried to shazam & I still can’t get it:( I love the song & the ad(&also the old dog that I’ve grown up with x:)
If anyone knows how to get ahold of this song can they please share it with us.
i emailed Pj Wolf via fb he wont be making a full version of this song it was only done for the advert he told me…what a shame
I agree with Michelle… it does sound like Eddie Vedder, and its something he would sing. Yea Kudos to Paolo… but I dont like his verson. I want a verson like the one off this ad
I love the Ad and the music. They are my puppies used on the Ad and I do bring my puppies up on Supercoat…….Well done Purina, the Ad tells a lovely story.
I liked both the ad for the dog and the cat. I thought the song was sung by Eddie Vedder as well. I’m not sure how people can hate the ad, it shows the life of a loved pet, I guess only people who have that connection with their pets will get that.
growing up beside you pj wolf
love the ad, the person singing has a great voice
This ad chokes me up whenever it’s on! Nice song choice and even better dog breed choice. Labs rule!
No way this sounds like Eddie. You ever even been to a concert?
having been a pearl jam fan for 20 odd years it really does sound like eddie and yes i have been to a concert i was hoping it was eddie so i could get it on i tunes