Frolic Dog Food: "Frolic - Bed" TV Commercial by Clm BBDO

CLM BBDO is launching a new TV campaign for Frolic.Historically, Frolic has built its advertising saga around the creative avenue of irresistibility: dogs can’t resist the temptation of eating Frolic croquettes!For the new campaign, CLM’s aim was to win market share by making the target younger. The agency thought up an offbeat approach that breaks away from Petfood market codes. Designed by Lucie Valloton (AD) and Julien Perrard (CR), the campaign features ill-matched dog couples. The males are fat, ugly and fairly saggy; the females are pampered, proud and precious.Why are they in a couple with those dogs? For their croquettes, of course...
The campaign starts in print on Direct Lille on March 26th and will follow on TV from April 12th on France Télévision channels. The 3 visuals were shot by Clive Stewart and the commercials directed by Jérôme Langlade and produced by Quad.
Client: Mars Petfood
Agency: CLM BBDO / Boulogne Billancourt
Production Company: Quad Productions, Paris
Director: Jérôme Langlade
Production company: Quad
Executive Creative Director: Gilles Fichteberg and Jean-François Sacco
Head of Art: Sylvie Etchemaïté
Exec Agency Producer: Sylvie Etchemaïté
Copywriter: julien perrard
Art Director: Lucie Valloton
Country: France