People love their pets, especially in the UK. We are a nation of animal lovers but this advert is just taking the piss. It shows an attractive, unexplainably single woman, that devotes what seems to be her entire waking life pandering to the perceived whims of a White West Highland Terrier, all with a loving smile on her face like the dog is her baby.
question one – why hasn’t this apparently successful woman got anything better to do with her life than spend all her time looking after a little white yappy dog?
question two – in what kind of psychiatric institution would you have to be in to serve your dog a plate of meat that wouldn’t even make it into hot-dog sausages in a style that would make the critics on MasterChef effervesce with adjectives on the presentation. It is not Novelle cuisine. It is dog food. Let us not forget, the consumer of this food is a dog. They lick their own arse and eat their own, and other dog’s, shit. The reality is that the dog doesn’t care what it is given as long as it is fed and this is the nub of what I find so annoying about the advert. The ad is not about the dog food it is marketing bullshit. It is a mirage of codswallop designed to make a mundane product seem more important than it actually is and therefore attract a premium price. You can feel superior to your neighbours that buy that crappy normal dog food. It means you love your dog more because you spend more money on it. Even the name gives it away. Cesar. Although the spelling is different, it makes you think of ancient Rome, of emperors, of excess.
In the past dogs were animals, not anthropomorphised members of the family and dog food was dog meat. Pedigree Chum, I seem to recall, had Barbara Woodhouse, the strict disciplinarian dog trainer, barking her copy in her headmistress like tones. There was always a shot of a big brown, wobbling tower of dog meat cut with a knife. Still disgusting, but at least it was more honest.
- The Power of Advertising – Green Army!
- Discovery Channel Trailers/Adverts
- HSBC Bank, Conscience over Profit