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


Arnold Worldwide create spots based on an adorable duo and their teeth-cleaning tendencies

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. 



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

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Genres: Storytelling

Categories: Dental Care, Beauty & Health, Thu, 17 Apr 2014 14:46:29 GMT