This Pet-Food Ad Perfectly Captures the Plight of the Overwalked Dog

Want to go for a walk? Again?

In a time of big problems, small truths can sometimes win the day.

Case in point is this fun commercial by BBDO New York for Nutro, part of the Mars Petcare portfolio of pet foods. In it, we meet Tucker, a dog who the sudden and quite baffled beneficiary of a lot more walks—thanks to his stay-at-home owners whose own exercise options have dwindled during the pandemic.

It's nothing revolutionary, but the ad nicely captures one of the more amusing truths of the Covid era—that there is, in fact, a limit to how much dogs want to be walked.

It's also perfectly on brand, as Nutro is designed to help pets maintain an active, healthy lifestyle—giving Tuck the nutrition he needs to stay energized during the exhausting days that have become the norm.

"This new commercial from Nutro is relatable to dog owners across the country who are adjusting to this new normal at home," says Craig Neely, vp of marketing at Mars Petcare. "It showcases what many of us are feeling right now—the need to just get out of the house and walk. It also pokes some fun at the impact that has on our dogs, who tend to be our favorite walking buddies."

As with so many film productions right now, this one required a lot of improvising among the creative team to abide by social-distancing requirements. The agency and the director, Jun Diaz of O Positive, decided to look for a DP who could shoot everything on his own. And they found him in Colin Wilkinson, who used his his family as both talent and lighting/camera crew, and their own Cockapoo—yes, he's actually named Tucker—as the star. 

Wilkinson shot in and around his Manhattan Beach, Calif., home, with Diaz directing—and later editing—remotely from Los Angeles.

The spot launches today on national TV and will also air on full episode player (FEP) and online video. 

CREDITS

Creative Agency:  BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Peter Kain
Executive Creative Director: Gianfranco Arena
Creative Director: Lance Vining
Creative Director: Gary Toit
EVP, Director of Integrated Production: David Rolfe
Group Executive Producer: Amy Wertheimer
Music Producer: Julia Millison
Senior Account Director: Sally Nathans
Account Director: Elizabeth Maini
Account Manager: Isabel Pluck
Account Executive: Chelsea Berk
Group Planning Director: Annemarie Norris
Planning Director: Steve Panawek 
Senior Brand Planner: Molly Gasch 

Production & Editorial Company: O Positive
Director: Jun Diaz
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
Producer: Devon Clark
1st AD: Ken Licata
DP: Colin Watkinson
Editor: Jun Diaz 

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and the founding editor of Muse by Clio.

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