Working dogs—dogs as TV pitch dogs

You’ve probably noticed a lot of dogs in television commercials lately and for some very good reasons.

Some of the most popular Super Bowl commercials this year featured dogs, including two which were somewhat controversial. People either loved them or hated them.

The Skechers commercial where the French Bulldog beat the Greyhounds because of the power of shoes offended some people who want Greyhound racing banned.

The Fritos commercial had some cat forums organizing boycotts against Fritos. A goofy looking Great Dane seems to know all about the disappearance of a cat and bribes the human with Fritos not to rat him out.

Whether the ads are cruelly offensive or innocent humor seems to be in the eye of the viewer.

Controversy is unusual in commercials that feature dogs. A dog almost always brings warmth and humor to the ad, even if the dog just walks across the screen without having a major role.

Dogs are cute and innocent. People love/like dogs—except for the most truly malevolent or demented among us. The feeling carries over to a positive attitude toward the company represented in the ad.

We may not have warm feelings toward insurance companies, but only the afore mentioned malevolent or demented can avoid warm fuzzies watching this very successful, long running commercial.

 

 

Another important reason to use dogs in commercials is economy.

Professional actors belong to a union, which sets minimum rates for the work, hours, working conditions, breaks, meals, overtime pay, etc. But that is only part of it.

The actor also gets residual payments whenever the commercial is aired. Every time you watch that nerdy guy marry bacon or the Carl Jr.'s bimbo eat a burger, they get a hunk of change. A successful ad campaign can earn thousands of dollars for an actor.

Dogs don’t have unions. Their rate of pay is negotiated between the agent or dog trainer and the people casting the commercial. A typical rate is $350 a day for a walk-on part and more for special training involved. Not belonging to a union, the dog gets no residuals.

This commercial not only sells the product with fun, humor, warmth, and camaraderie, but it has a special message at the end.

 

Do you have a favorite doggie TV commercial?

Comments

[Jerry]

the fritos commercial totally cracks me up every time I see it. Some people need to have their sense of humor adjusted.

[Becky]

Was it the Doritos commercial that had the shock collar? What a hoot! But I love them all. I also love the Budweiser clydesdale horses. More great commercials.

[The Teacher's Pets]

Dogs make commercials more enjoyable for sure! I think advertisers are very smart to use dogs in commercials because viewers pay more attention to them than to the price of the items!

[Khyra and Sometimes Her Mom]

Ummm -

Like

DUH:

http://www.youtube.com/watch?v=mHkzs4OD7EM

Although, he didn't need to turn up the temperature!

Hugz&Khysses,
Khyra

[MetroDavaoJobandSale]

It is more fun to watch doggie TV commercial than the traditional advertisement.
This one is my current favorite:
http://www.youtube.com/watch?v=0-9EYFJ4Clo

[Film tshirts]

very interesting post related to dogs. Thanks for sharing....

[Clive]

Very interesting post.

We must see if we can find those commercials on the internet!

We love the dog commercials that they show here in Ireland - Murray always gets very excited showing them to Clive and waiting for a reaction from him!

[Kristine]

How about all of them? If there is a dog in a commercial I am pretty sure to love it. Same goes for cats.

However, there was one ad with a dog that kind of bugged me with it's reference to neutering as something immasculating for dogs. We hardly need more people choosing not to neuter simply because they think their male dog would be upset. I can't remember the name of the company now. Maybe that's a good thing.

[jackie]

It's a dogs life.

[Jen]

I love all the Budweiser commercials, they are just so neat!

[Pup Fan]

I adore that Travelers Insurance dog... Chopper is so cute!