Good friends are not afraid to call us out on our nonsense. And that’s just as true for our canine companions as it is for our human pals. This new campaign for Organic Doggie Treats, a small batch treat maker in Southern California sees man’s best friend share some wisdom for mask-averse people.

The pair of ads feature a meditative malamute and haughty husky, staring out into the ocean and thinking about humans’ weird behaviour around Covid-19 masks. Dogs are renowned for being a good judge of character, so the husky says pointedly that masks say a lot about the wearer. And, enjoying more than a touch of schadenfreude, the malamute notes that a cloth mask is nothing compared to the muzzles and leashes that dogs have to put up with.

The ad was written by Brian Dunaway (who also voiced the malamute), while Kiran Koshy was director, creative director, editor and DoP.