CAR RIDE by Clemenger BBDO Melbourne for Chum

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CAR RIDE

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Industry Pet Food, Pet Care Products & Services
Media Radio
Market Australia
Agency Clemenger BBDO Melbourne
Executive Creative Director James Mcgrath
Creative Director Emma Hill
Production Flagstaff
Released August 2010

Credits & Description

Category: Miscellaneous
Advertiser: MARS PET CARE
Product/Service: CHUM DOG FOOD
Agency: CLEMENGER BBDO MELBOURNE
Executive Creative Director: James McGrath
Creative Director: Emma Hill/Ant Keogh
Scriptwriter: Ant White/Russel Fox
Agency Producer: Sonia Von Bibra
Account Manager: Ricci Meldrum (Gad)/Nicci Henningsen (Ad)
Production Company: FLAGSTAFF, Melbourne, AUSTRALIA
Sound Studio: Flagstaff Studios
Sound Engineer: Paul Le Couteur
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO: Shotgun. Ha ha, shotgun, yeah I called it. I’m in the front seat. I’m in the... SFX: Car door closes MVO: Okay I’m in the back seat. That’s fine. I did call shotgun but who cares. I’m in the back seat. Oh boy here we go. Here we go. Put my window down. Window! SFX: Electric window goes down MVO: YES! The window's down. Daaahhhhhhhhhh ahhhh. (Coughing) Oh, that fly was massive! ANN: It doesn’t take much to please a dog, especially when Chum’s such great value. Chum. So chumpy you can carve it.

Brief Explanation
Chum is a great value dog food that hasn’t advertised in Australia since a series of memorable TVCs in the late 1980s. In the financial crisis of 2009, we identified the opportunity to re-ignite latent memories for this value brand. Interestingly, in the Dog Food category, most brands communicate how delicious and premium they are. Taking a closer look at dogs, we stumbled upon the insight, it doesn’t take much to please a dog, they’re just happy being dogs. We evolved this insight to writing the thoughts of what a dog thinks about daily. ‘Premium’ was not one of those thoughts.