The Champion Dog Food campaign parodies a recent smartphone and social media phenomenon: the selfie. Reading, “For better looking dogs," the tag line offers an easy explanation as to why these cute canines have decided to jump on the self-portrait bandwagon. Feeling and looking good, they simply want to share their new-found health and well-being with their friends and, on a larger scale, the world.
Conceived and executed by Porta, an ad agency based in Santiago, Chile, the Champion Dog Food campaign was art directed by Eugenio Spencer with creative direction by Felipe Valdivia and José Miguel Pizarro. The images were hilariously shot by photographers Claudio Robles and, Mr. Double Duty, Eugenio Spencer. Matías Roa provided the copy.
What Makes This Trend Stand Out
- Parody Advertising
- There is a disruptive innovation opportunity to create humorous and engaging ad campaigns that parody popular trends, such as social media selfies.
- Animal-centered Marketing
- Businesses can tap into the emotional connection between pet owners and their pets by incorporating animals into their marketing campaigns, as seen in the Champion Dog Food campaign.
- Health and Well-being Promotion
- Promoting health and well-being through creative marketing strategies can be a disruptive innovation opportunity, as exemplified by the Champion Dog Food campaign.
Sectors Adopting This
- Advertising
- The advertising industry can benefit from taking a more humorous and parodic approach in their campaigns, like the Champion Dog Food campaign.
- Pet Care
- The pet care industry can explore the use of animals in their marketing efforts to target pet owners who have a strong emotional connection with their pets, similar to the Champion Dog Food campaign.
- Health and Wellness
- The health and wellness industry can leverage creative marketing strategies to promote products and services that contribute to the overall well-being of individuals, as demonstrated by the Champion Dog Food campaign.
