Dog Approved With Subaru & Carmichael Lynch

14/02/2012

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14/02/2012

Integrated campaign from Harvest Films' Hoffman Brothers

Harvest Films’ Hoffman Brothers Are Dog Tested, Dog Approved With Subaru & Carmichael Lynch

Harvest Films directing duo The Hoffman Brothers recently collaborated with agency Carmichael Lynch on an integrated campaign in which man’s best friends enjoy typically human pastimes. The campaign launched on the Puppy Bowl and is available online at http://www.subaru.com/dogs/index.html. Visitors to the site can experience the entire campaign – including a “making of” with the directors’ alter ego “Zippy” -- find local dog parks, help support the ASPCA, and download Dogbook the Facebook App for dog enthusiasts.

This year’s spot collection, the first directed by The Hoffman Brothers, is the continuation the beloved Dog Tested, Dog Approved Subaru campaign that speaks to a core demographic: dog owners who enjoy the great outdoors. In each spot, a band of canine friends ski, camp, enjoy a day at the beach, face the difficulties of a canoe launch and, of course, drive to each location.

“Dog Tested, Dog Approved showcases the fun of the Subaru brand,” says Carmichael Lynch Group Creative Director Randy Hughes. “This year, we took the campaign a step farther adding dynamics that represent different outdoor enthusiasts and highlight relatable moments through the lens of the dogs. On every level, The Hoffman Brothers were amazing partners in creating the spots.”

“We loved working on these spots, from the agency team to the incredible trainers and their dogs,” add The Hoffmans. “Collaboration and enthusiasm ran throughout the production, as we created these outings with a group of canine best friends.”

Working closely with the agency creatives, The Hoffman Brothers crafted spots that have an organic and plausible feel, despite the improbability of the action in each. The action was captured all in camera – with the help of dog trainers – rather than imposed with computer effects. The result is a self-reflective humor that comes with the recognition of human foibles and the pure joy of company spent with dogs.

Dog Tested Project Credits

Agency: Carmichael Lynch

Chief Creative Officer: Dave Damman

Executive Creative Director: Randy Hughes

Associate Creative Director: Ellie Anderson

Associate Creative Director: Michael Rogers

Group Creative Director: Brock Davis

Director of Integrated Production: Joe Grundhoefer

Senior Content Producer: Freddie Richards

Production Company: Harvest films

Directors: The Hoffman Brothers

Executive Producer: Bonnie Goldfarb