Branding Value Now Advertising it’s a dogs’ life.

it’s a dogs’ life.

A copywriters dream. When else can you start off copy from an ad with

Should I sniff her butt?

or how about:

Why do I have to poop in public?

or another favorite:

I just spent three quarters of my day licking myself.

DDB Canada did a great job articulating what goes on inside a dog’s imagination with these great ads for, a trendy new doggie design outlet.

dogs life

Copy from this ad reads:

Should I sniff her butt? Will she mind if I sniff her butt? What will it say about me if I sniff his butt? Maybe I’m gay? Should I question sniffing butts so much? Do other dogs sniff as many butts as I do? How many butts have I sniffed this week? I’m guessing it’s a lot if I’m questioning it so much. I love sniffing butts. I need to sniff one right now. There aren’t any around. I have to get a hold of myself. Who am I kidding? I need a butt and I need it now. Now. Good god. Am I living a life that’s guided by butt sniffing? I am. My parent’s warned me. I didn’t listen. Like a cheap tramp. A whore. I’m a butt-sniffing whore. What if I tried to cut down? Nothing heavy. Just a few sniffs a day. I can do that. I know I can. I’ve done it before. But do I really want to? I mean, that’s what we do. We sniff butts. No one looks down on me for it. There was that guy who gave me a look while I was in mid-sniff. Who is he to judge me for sniffing a butt? Maybe I’m just being paranoid. I get like that when I haven’t sniffed a butt. I’ll stop cold turkey. But not now. The fever’s too strong. A wiff will get me through the night. Just one, heartfelt inhale of the poodle across the street and I’ll be satisfied. I love how she resists at first and then sticks it out with reckless abandon. What a slut. Wait. Why is she a slut? I’m the one going in there. That coy little look she gives me when she walks down the street. Oh, I’m sniffing that butt. Count on it.

dog's life

Copy from this ad reads:

Jesus. I can’t bare it. Why do I have to poop in public? Why can’t I have the same privacy my owner takes for granted? Man’s best friend my ass. Every day I’m forced to defecate in front of complete strangers. How’d my owner like that? I bet you he’d get stage fright for sure. He’s got no backbone. I mean, he’s the one picking up after me. I wouldn’t go near his crap with a ten-foot pole. I have to get over this. I just need time. Today’s not the day to deal with this. Tomorrow. What if Muffin’s there today? Sweet, sweet muffin. Will she still be interested after she sees me in the act? I mean, she’ll be there for the same reason, but we hardly know each other. It’ll be awkward for sure. I’ll just pretend I don’t see her.Maybe I’ll just hold it. It’s so cold out there. Doesn’t he care? I’m the one on all fours. I’m the one putting my reputation on the line, three times a day, every day. I’ll just have to face it. My life will always include public defecation. Why can’t I have a little tray like a cat? I could learn to use one.Why can’t I be one of those dogs that seem to love the spotlight? Is there such thing as a dog voyeur? Do they derive pleasure from pooping for an audience? Well, at least I’m not alone. But I won’t lie. Sometimes I feel like I am. Who am I?


Copy from this ad reads:

Oh god. I just spent three quarters of my day licking myself. I just sit here, with a bowl of water, some toys and my urges – lonely one minute and satisfied the next. Such a wicked paradox. I need to get out. I need to meet people. But I’m happy this way. It feels good. So good. But my crotch shouldn’t define me. Was it the way I was raised? Did my dad bury his face in his crotch for hours on end? Not dad. I never smelt it on his breath. Well maybe once, but I can’t be sure that was crotch. The guy ate garbage like it was going out of style. But really, some pages are better left unturned. Am I the only one? I doubt it. That Rottweiler probably treats his nether regions like a buffet. Look at me. I’m justifying my lack of discipline by making up stories about other dogs I don’t even know. I need a drink. Then I need to lick my crotch. More like want. Is that selfish? Self-pleasuring myself for half a day? Screw it. I’m going in. If my owner could do it, he would. So it’s perfectly natural. Isn’t it? I need a distraction. That ball looks okay. Oh crap. I need something new. Something that doesn’t involve my crotch. It’s all I’ve got. My walker’s cool, but I can’t lick his crotch. It’s gonna take everything I’ve got to make it through the night. Just one night.

Advertising Agency: DDB Canada, Toronto, Canada
Creative Director: Andrew Simon
Art Director: Paul Riss
Copywriter: Matt Antonello
Illustrator: Rachel Riordan
Photographer: Frank Hoedl
Typography: Paul Riss, Rachel Riordan
Published: March 2008

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