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I have to admit, if I see a video of a puppy on TV or my social media feed, I always stop to watch. I’m not sure if it’s the growing fatherly instincts or the fact I recently got my own puppy, but when brands use them, I take notice.
Brands are taking notice too, of the fact that most Americans have an obsession with pets. According to an annual survey conducted by the American Pet Products Association, 65 percent of American households (79.9 million) are currently home to a pet (up from 56 percent in 1988).
The ads, while cute, are less about the puppies and animals, and more about making an emotional connection with the consumer and humanizing the brand. Pet owning consumers have a powerful bond with their pets, and brands are leveraging that emotional connection to influence purchasing decisions and feelings toward a company.
Here are 5 adorable puppies used by brands.
1. Budweiser – Puppy Love
This 60-second 2014 Super Bowl spot won the hearts of millions. This spot was voted the top commercial during the big game by viewers on Hulu and earned the top spot on USA Today’s Ad Meter. To date more than 58 million users have viewed the commercial on YouTube.
https://www.youtube.com/watch?v=uQB7QRyF4p4&feature=youtu.be
2. IKEA – Home for Hope
In 2014, IKEA stores in Singapore and Tempe, Arizona, partnered with the Animal Lovers League Shelter and Save Our Street Dogs to create the Home for Hope project, an initiative that encourages shoppers to adopt dogs. By creating life-size cardboard cutouts of the adoptable pets and placing them in showrooms, future owners could vision their life with a rescued dog.
3. Subaru – Dream Weekend
In this ad spot, Subaru tugs at the heart of dog owners by showcasing an owner checking off a bucket list for his best friend during his last few days. This isn’t the only ad Subaru has done that features dogs. The car company features a family of Golden Retrievers “The Barkleys” in several other ad spots.
Warning: Prepare the tissues
https://www.youtube.com/watch?v=oQioo4nc04I
4. Citroen – Dog Romance
Playing on the gas mileage benefits of the Citroen C3, this ad invokes humor into a situation that others might find heartbreaking.
https://www.youtube.com/watch?v=5_TlC7BoAaM&feature=youtu.be
5. Coldwell Banker Real Estate– Home’s Best Friend
Coldwell Banker Real Estate helps people find their home and now through a partnership with Adopt-a-Pet.com, the company is helping 20,000 dogs find a home through the Coldwell Banker Homes for Dogs Project. This simple but touching video reminds every pet owner of the feeling and rush of love you receive when returning home every day.
https://www.youtube.com/watch?v=uVGLpeftwYI&feature=youtu.be
Share your favorite pet spots below and stay tuned for tips on how to effectively use dogs in your next campaign.