Dr Pepper kicked off a new brand campaign with the debut of a spot during the first-ever College Football Playoff National Championship Game tonight. Focusing on unique, one-of-a-kind stories and unlikely heroes, the campaign from Deutsch LA also introduced a refreshed tagline–”Always Be One Of A Kind”–that aims to be more active and empowering.
The launch spot, “Mop Dog,” features the engaging journey of a one-of-a-kind dog who ends up bonding with a Dr Pepper delivery man.
Simon McQuoid of production house Imperial Woodpecker directed “Mop Dog.”
Credits
Client DPSG (Dr Pepper Snapple Group)/Dr Pepper Agency Deutsch LA Pete Favat, chief creative officer; Brett Craig, executive VP/executive creative director; Ryan Lehr, Erick Mangali, creative directors; John Baker, art director; Chris Jones, copywriter; Mitch Polatin, sr. VP, group planning director; Vic Palumbo, director of integrated production; Megan Meloth, VP/executive producer; Dave Rocco, music director; Suzanne Polverino, director, concept production; Sam Barbera, sr. concept producer. Production Imperial Woodpecker Simon McQuoid, director; Roman Vasyanov, DP; Charlie Cocuzza, Doug Halbert, exec producers; Anita Wetterstedt, line producer. Editorial Cut+Run Steve Gandolfi, editor; Sean Fazende, Kendra Juul, assistant editors; Amburr Farris, head of production; Carr Shilling, exec producer; Michelle Eskin, managing director. Post The Mill LA Sue Troyan, VFX exec producer; Thatcher Peterson, color exec producer; Kait Boehm, sr. VFX producer; Natalie Westerfield, color producer; Benjamin Sposato, production coordinator; Adam Lambert, 2D lead; Patrick Munoz, Tim Robbins, 2D artists; Michael Kash, Steven Olsen, 3D artists; Adam Scott, colorist. Audio Post Lime Studios Mark Meyuhaus, mixer; Matt Miller, assistant; Susie Boyajan, exec producer. Music Elias Arts Vincenzo LoRusso, executive creative director; Mike Goldstein, creative director; Ann Haugen, exec producer; Katie Overcash, sr. producer.
Luke Jaden directed two films for PETA, including this one titled “Inhumane” which highlights a family of sheep fearing for their lives on a farm--and for the inevitable day when they will be slaughtered for meat.
Jaden--an alumnus of SHOOT’s 2023 New Directors Showcase--explained that the campaign was aimed at “silent storytelling. Looking back at the power of silent film--we wanted to show that animals are not silent. Animals may not be able to talk like us humans, but they are just as sentient as us and animals can communicate a conversation between one another. They are highly observant and intellectual beings. So, we wanted to highlight the feelings they do feel, which I would say was the biggest challenge. We captured them in their natural environment in a docu-style approach to not distract them as the camera can be an unfamiliar thing. We wanted to craft and build a conversation that would coalesce as a narrative between the animals and their families on the farm. We really wanted to show those ideas on-screen and we wanted to approach this with a sensitive, unobtrusive lens that captured the honesty and fear these animals can and do feel on a farm before they are killed by their owners.”
Octagon Haus was the production company on the PETA work, which came out of agency Viewmaster.
