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Pet brand Milk-Bone just launched a fake romcom-style trailer that shows the growing relationship between a lady and her new furry friend.
Made together with creative agency BBH USA, "Howl You Know" explores the life of a first-time pet owner after she's chosen by a Dachshund, played by Senzu, to be his companion.
With its heartwarming premise, it captures all the tropes one would typically find in a rom-com flick, filled with dog puns and cheeky dialogue that would only make viewers wish it was a real movie.
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The inventive spot was inspired by the insight that 71% of moviegoers go to the theater to see trailers.
With this, Milk-Bone wanted to spice up people's theatrical experience by bringing a cute dog-filled faux-trailer that would play in cinemas before other trailers.
The campaign includes the entire movie promo shebang, a legit poster, a red carpet photoshoot, and even guesting on the "Funny or Die" podcast.
Beyond that, the spot will also be pushed via TV, social media, and OLV efforts.
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"Howl You Know" comes as part of the brand's ongoing "More Dog" campaign that harps on pop culture trends and tropes to show viewers the joy of having a dog companion.
The trailer, which mimics the style of a classic horror movie, is an imaginative way to connect with pet owners. This type of storytelling is often crafted by leading creative agencies that specialize in producing unconventional campaigns.
BBH USA SVP and Group Creative Director Alain Wilson shared his thoughts working on the campaign, saying it's been a joy to watch the platform evolve into the full-fledged "dog-iverse" that they've built with the brand.
"We're fortunate to have a client who embraces big, bold, playful ideas with us. As humor makes a comeback in advertising, we're thrilled to bring 'Howl You Know' to the big screen and beyond," Wilson added.
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J.M. Smuckers Co CMO Gail Hollander, meanwhile, believes that apart from the bond between dogs and their companions, one can find unconditional, vibrant, and joy-filled love in romantic comedies.
Hollander continued, saying that putting these together makes for "an enmeshment of humor, elation, and whimsy with Milk-Bone treats right at the heart of it all."
Harping on pop culture trends has become one of the norms for brands like Milk-Bone, as they prove to be an effective brand marketing strategy, especially in capturing the hearts of the Gen Z and millennial audience.
A Woman and Her 'Good Boy'
Directed by Sammi Cohen, the nearly two-minute spot kickstarts with our protagonist and her friend going on a walk, while her friend touts the joys of having a dog.
However, our lead believes she's fine being by herself.
In the next scene, her mother pressures her into finding a "companion" like all her siblings have, wondering who will love her once her mom has passed.
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The rest of the trailer makes subtle jokes by treating finding the right pet as finding "the one."
Eventually, our protagonist is greeted by a Dachshund in an outdoor cafe, who chooses her to be his owner.
She then embarks on a journey to be a great dog mom, seeking the help of friends and other dogs along the way.
The trailer closes on a happy note, as the two show their bond, complete with the usual movie credits and the message, "Unfortunately this movie trailer is not real even though we wish it was."
The campaign plays into the joy of finding a furry companion, much like a dog adoption app that helps people connect with their perfect pet.
Previously, BBH USA and Milk-Bone teamed up with Jif to create a new fake fragrance inspired by the two brands' peanut butter treats.
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