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Cesar Launches Biggest Ever Brand Campaign

Creative 1.5k Add to collection

AMV BBDO spot for leading dog brand directed by Rattling Stick’s Andy McLeod

Cesar Launches Biggest Ever Brand Campaign

Cesar, the leading dog food brand, has today announced its biggest ever brand campaign. Created by AMV BBDO, the new advertising campaign will encourage dog owners to ‘love them back’. Launched on 2nd June 2013, a 60” TV spot will be the first new advert to hit our screens in five years.    

Using authentic relationships, and heart warming stories, the campaign is focused on the love and companionship that dogs provide to their owners. Celebrating this unique bond, owners are reminded that their faithful friends deserve Cesar.  


Directed by Andy McLeod, from Rattling Stick, the advert is set in a beautiful European town, and portrays the loving relationship between an old man and his little, white Westie. We see the two best friends go on an outing together and we see them provide mutual support through good times and bad. Feeding Cesar is one of the ways the old man can repay his faithful little companion for his unconditional friendship and love.

Miranda Sambles, UK Marketing Director Mars Petcare, said: “The essence of the Cesar brand has always been rooted in a special understanding of the unique relationship between owners and their dogs. In our new campaign we wanted to refresh the brand by capturing this wonderful bond in a heart-warming, yet authentic way. We’re confident that, through real and authentic relationships, the campaign will generate a strong emotional connection with dog owners.”

Mark Fairbanks, Creative Partner AMV BBDO, said: “If you're a dog person you'll understand that he's not just a pet, he's a proper friend. You talk to him, confide in him, grieve with him. He gives you unconditional love. There's only one dog food you can give to a friend like that.”

The 60” TV ad ‘Journey’ will be supported by further 40” and 30” cut down versions and will air nationally for 15 weeks. The campaign will also be supported by point of sale materials, new packaging and online and social activities. 


Project:    Cesar ‘Journey’
Client name & job title:    Miranda Sambles – Marketing Director Mars Petcare UK
Creative Agency:    AMV BBDO
Copywriter:    Diccon Driver
Art Director:    Alan Wilson
Creative Director:    Mark Fairbanks
Agency Planner:    Louise Nolder
Agency Account Man:    Oliver Clark and Kate Govier
TV Producer:    Lou Richardson
Media Agency:    ZenithOptimedia
Media Planner:    Emma Martin and Sarah Arnold
Production Company:    Rattling Stick
Director:    Andy McLeod
Production Co. Producer:    Kirsty Dye
Post-production Company:    Big Buoy
Audio Post-production:    Wave
Exposure (TV, Youtube etc):    TV, YouTube, Cesar website and social channels

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Genres: People, Scenic

Categories: Home, Pet Supplies

AMV BBDO, Fri, 31 May 2013 14:37:16 GMT