ØØ7: Freshpet

We're talking about commercials today.

Specifically for TV.

Role-play with me for 20 seconds.

Let's say you're an Art Director.

In this hypothetical, we're throwing production, post-production, casting, wardrobe, building of sets, costs for airing, etc., all out the window.

Would you rather use a multi-million dollar budget to create 5 commercials or 25 commercials?

More is better, right?

If you're McDonald's with an infinite budget, sure, stay top of mind with your customers.

For smaller brands?

Even if you can do 25, would they be as memorable as if you put all your effort into 5?

Again, I know nothing about commercials.

However, as a writer, I'm confident I can write a script far more memorable than the filth that gets aired.

Brands are playing it too safe these days.

And when you play it safe, you're as forgettable as the strangers you pass on the sidewalk.

Freshpet is currently airing a 30-second ad between commercial breaks for NFL matches.

Freshpet is a meat and veggies brand for dogs that requires refrigerating.

And I was indifferent about the ad.

Truly I only remember it because I didn't care for it and knew I could make it better with an ad rewrite.

The commercial goes as follows:

Two guys and a dog watch football.

One goes, “Can I grab another beer?” “Sure, help yourself.” “Hey, why is there dog food in the fridge?” “It's not dog food, it's Freshpet.” “Weird.”

He kicks his own friend out of his garage for hurting his dog's feelings.

Some friend?

Anyway, that's the ad, and I could care less.

There are two things I've noticed that get people hooked for an ad.

It either the ad cinematically feels like a movie trailer making you forget you're being sold to, or there's an aspect about it that's incongruent.

Or a bit of both.

Whether it’s a gecko trying to sell you insurance or a ravioli can falling off a grocery store shelf and rolling to your doorstep, it’s the oddness that keeps us hooked.

Because you only notice a spoon when it’s bent.

Today’s ad rewrite is for Freshpet.

ØØ7: Freshpet

Freshpet give your dog far tastier and nutrient dense food compared to dried kibble.

Let's use this as the problem our characters are looking to solve, meaning they’re currently not getting nutrient-dense food and are settling for kibble.

In my opinion—and it’s probably not even an opinion if we stopped and thought about it—we don’t love our dogs as much as we think we do.

Sure, some of us have no idea that healthier food options for our dogs exist, but many of us do and still refuse to buy those options.

Because they're more expensive? Yes, I agree.

But if it were our firstborn, would we think the same?

Point made.

Let’s actually use this as a quarrel between the dog and the owner.

And with the dog talking to the human, let’s use the TV show Wilfred as inspiration (one of my favorite shows).

So it would not only be a talking dog, but the dog is really a human in a dog costume.

Alrighty, quiet on set—action.

Scene: Kitchen – Morning

Cornelius, a man in a dog costume, sits at the counter with his food bowl, staring at the dry kibble. Derek, the owner, is preparing his cereal.

Cornelius (staring at kibble)

Why don’t you love me as much as I love you, Derek?

Derek (turning to him)

What makes you say that?

Cornelius

I’ve been eating the same dry kibble, without complaint mind you, for the past seven years. Not once have you asked me if I liked it.

Derek (pause)

Do you like it?

Cornelius

I don’t, Derek.

Derek glances from Cornelius to his own bowl of cereal.

Cornelius

You even get to add milk to your kibble.

Derek

It’s cereal.

Cornelius

I agree, this is serious.

Derek (sighs)

...

Cornelius

Felix down at the dog park, all he talks about is this new and exciting food he’s been eating. He calls it Freshpet. Its given him a shiny new coat, a boost in energy—boy, you should see that Shepard run when you’re not busy flirting with all the other dog moms. (playfully backhands Derek’s shoulder) He’s even dropped a few pounds, and is no longer a shy pooper. He said he may even get back into dog shows.

Derek (surprised)

He told you all that?

Cornelius

Well, his coat has been looking shinier, and he says he’s been using the same conditioner. He’s always been fast, too. As for the rest, I’ve scientifically concluded from smelling his—

Derek (cutting him off)

I get it... Your nose is better than mine, so you’re probably right...

Cornelius

Probably? Come on, Derek, when have I been wrong...

Derek

I’m your dad. You gotta stop calling me Derek.

Cornelius (nonchalantly)

Deal. I’ll grab the keys.

End Scene.

A touch of humor, a quick highlight of benefits, and the problem gets resolved.

Simple.

Alright, that’s about it for today.

Create a conversation around a problem, and elevate the production so it feels cinematic.

Talk soon,

Adrian