"Dogs"

26 June 2024

2 mins 03s

Doggone brilliant.

Anyone who has stirred in the middle of the night because of an anxiety dream about incomplete admin will find the sequence of events in this darkly funny commercial extremely relatable. Director Ian Pons Jewell slyly leaves the viewer puzzled as events unfold, and the intrigue rises and rises until the reveal.

The reveal itself is brilliantly done, as the explanation for the strange parping noise emanating from the protagonist's mouth is explained as being something that has happened to all of us at some point or other.

The choreography of the 'dogs' is excellent as Pons Jewell and choreographer Charlie Mayhew have coaxed eye-catching performances from them, and the 'costumes' are superb.

It's interesting that a product that could easily be advertised with the driest communication imaginable has adopted a highly eccentric approach. Sometimes, when a brand opts to push the boundaries of the advertising typical of its sector, it can feel quite jarring but this feels like this is a commercial which will have considerable cut through for the target market because of its humour and relatability, and because you couldn't ignore it if you tried.

UK

Computer Software