Dog Is Leo Burnett’s Copilot

We don’t feed our Lucy Purina Pro Plan and I don’t know if dogs approve of this brand. What we can discuss here is the quality of the new ad campaign from Leo Burnett and Arc Worldwide.

I like ads that evoke an emotional response, and that’s easy to do when casting a dog or dogs, but it’s not always done well. Here it is:

The campaign launched during the 136th Westminster Kennel Club All Breed Dog Show in New York City.

Purina Portfolio Director of Specialty, Breeder and Pet Acquisition Candy Caciolo says, “We believe in unleashing greatness in every dog. Our campaign clearly conveys this message and champions our premium Purina Pro Plan brand as a key ingredient for pet owners to uncover greatness in their dogs.”

According to Tony Rogers, singer/songwriter of the television commercial “Great” and VP, Creative Director of Leo Burnett and Arc Worldwide, “We hope this campaign inspires people to take the joy and pride of owning a pet to a new level.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.