PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Arnold Worldwide Introduces Brushing Chews for Milk-Bone

Arnold Worldwide has a new campaign launching the new Brushing Chews for Milk-Bone, which feature “a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council’s (VOHC) seal of approval.”

To introduce the new product, Arnold keeps it simple, telling the story of a man and his dog (Ted and Rudy), and explaining how their new Milk-Bone Brushing Biscuit is designed to work as well as a toothbrush to keep dogs’ teeth clean. Because no one wants to brush their dog’s teeth, this is a pretty effective selling point. Ted and Rudy’s story extends beyond the broadcast spot above to a series of online videos, all set against the red backdrop matching Milk-Bone’s packaging, and following roughly the same formula. The campaign strategy is based on the insight that “The more you care for your dog, the happier and healthier he’ll be.” Ted and Rudy’s relationship is intended to to be “funny and adorable” but arrives at something closer to “hokey, but kind of cute.”

“They’re very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian,” explains Arnold creative director Tristan Kincaid. “We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories.”

The campaign also includes social elements, with each of the six online videos (which act as pre-roll video assets on sites including Hulu, AOL, Discovery, TubeMogul and Yahoo) featuring an end card driving traffic to Milk-Bone’s Facebook page. Future social posts will also include Instagram and Twitter. Stick around for credits and a pair of online spots after the jump.

Credits:

Chief Creative Officer: Aaron Griffiths

Creative Director: Tristan Kincaid

Art Director: Christina Ta

Copywriter: Zach Slovin

Producers: Pete Scudese

Business Affairs: Lynne Rouffa

Marketing Producers: Becky Mercer, Andrew Klein, Effie Speridakos

 

Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!