Big Heart Pet Brands Employs A Dynamic Duo For Canine Dental Care Ad

Arnold Worldwide and the makers of Milk-Bone Dog Snacks, Big Heart Pet Brands, are launching a campaign to introduce new Milk-Bone Brushing Chews, the flagship brand's newest product. The fully integrated effort includes TV, digital, and social components.

The strategy behind the national initiative is based on a simple consumer insight: The more you care for your dog, the happier and healthier he'll be. Each spot uses a simple, branded environment to focus the viewer's attention on the funny and adorable relationship between a man, Ted, and his dog Rudy. Through a series of charming stories, Ted and Rudy demonstrate the various product benefits of Milk-Bone Brushing Chews, giving us a glimpse into their relationship at the same time. 

"They're very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian," said Tristan Kincaid, Creative Director at Arnold. "We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories." 

Milk-Bone Brushing Chews feature a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council's (VOHC) seal of approval. 

Credits

MILK BONE BRUSHING CHEWS

Chief Creative Officer: Aaron Griffiths

Creative Director: Tristan Kincaid

Art Director: Christina Ta

Copywriter: Zach Slovin

Producers: Pete Scudese

Business Affairs: Lynne Rouffa

Marketing Producers: Becky Mercer, Andrew Klein, Effie Speridakos