Doggie style lacks substance. That’s the essence of this spot, which has generated a bit of a controversy in the Charlotte, N.C., market. The :30 opens on a dog’s paw hitting the radio alarm clock. The canine then rolls over in bed and nuzzles his female doggie companion, who’s slow to awaken.
But she quickly gets the message from her amorous male mutt—and both assume the position for doggie-style intimacy. Then, balking, she looks towards a packaged condom on the bedside table. He responds to her request without skipping a beat, grabbing the prophylactic in his teeth.
Next, our two protagonists are back in full doggie-style position. The camera reveals that the male is, indeed, wearing the condom—but it’s on his wagging tail.
A two-part message appears on screen: "Dogs don’t understand birth control." / "Have your pet spayed or neutered."
The spot ends with the Humane Society of Charlotte logo, which shows a paw and a human hand about to meet.
Condomania
Titled "Puppy Love," the PSA has elicited widely divergent responses from local TV stations. Charlotte CBS affiliate WBTV found the spot offensive and refused to air it. Apparently, showing an unwrapped condom—even on a wagging tail—was too much for some censors. The sight might also have been deemed objectionable due to the incessant wagging going on beneath the latex-covered tail—an indication that the excited male was at least having a good time.
In contrast, Charlotte FOX affiliate WCCB made the spot part of its early-evening news broadcast. A news item about the commercial was followed by the spot itself. It became the subject of an online poll of viewers who were asked if they thought the :30 was appropriate for airing.
Similarly, a program on Charlotte radio station FM 107.9 discussed the ad. Interested listeners could view "Puppy Love" on the FM station’s Web site (www. 1079thelink.com). Indeed, spaying and neutering became the talk of the town, even if the spot didn’t air on as many outlets as its creators had hoped for.
Creative director/art director John Boone and creative director/copywriter David Oakley of Charlotte ad agency Boone/Oakley conceptualized "Puppy Love." Freelance agency producer was Sally Lynch Mefford.
Peter Darley Miller of Stiefel+Company, Santa Monica, directed the spot. Frank Stiefel and Marie Perry executive produced, with Drew Bracken serving as line producer.
"Puppy Love" was cut by editor Doug Walker of FilmCore Santa Monica. Jon Ettinger executive produced for FilmCore. Colorist was the mono-monikered Jais of Bobine Video, Santa Monica. Paul Song of The Finish Line, Santa Monica, served as Henry artist.
Jason Shablik of AcousTech Music Productions, Atlanta, was sound designer, as well as audio and music mixer. AcousTech’s Matt Still also handled the music mix.
Original music was composed by Wayne Dykes and Danny Stern, both of AcousTech. The graphic/title design team consisted of creative director Justin Leibow, designer/animator Juan Monasterio and executive producer Janet Arolotta, all from Fuel, Santa Monica.
Dog training was done by Steve Berens’ Animals of Distinction, Acton, Calif.
The spot broke last month in Charlotte. Plans call for Humane Society chapters in other states and cities to pick up on the ad and to try to get it aired in their respective markets. Oakley noted that other FOX affiliates have expressed interest in the spot. At press time, which chapters would adopt "Puppy Love" was yet to be determined—as, therefore, were the cities in which the spot might be seen.
