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Advertising Crufts News

B&M Bargains creates dog language ad to bark up some buzz during Crufts


By John McCarthy | Opinion editor

March 10, 2017 | 2 min read

It is not unusual for retailers to tailor ads to different audiences, for instance global broadcasts often see redub ads in suitable regional languages, and now B&M Bargains has taken this one step further with an ad tailored to get the attention of dogs.

BM Dog ad

B&M dog ad

The ad, created by Cheethem Bell with media handled by Carat, looks to cause a stir among dogs while highlighting the discount retailers aisle dedicated to all things canine.

Two versions of the ad were created, one in English and One for dogs, with the special slot created to air during Crufts on Sunday 12 March. The slot was actually incited by YouGov insight claiming 77% of dog owners watch TV with their dog in the room at least once a day, according to a poll of over 2021 adults.

Below is the canine version which is “designed to stimulate the dog’s senses and capture their attention”.

And this is the English version that will air for two weeks on ITV, C4 and other channels for two weeks after the Crufts launch.

Fiona Bird, dog behaviourist at the Academy of Modern Canine Behaviour and Training, said: “By adding a range of high tones and squeaky toys, it makes you appear more fun with everything else seeming more boring, focusing the dogs’ attention on you.”

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Content created with:

Cheetham Bell

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