FETCH by Clemenger BBDO Melbourne, Flagstaff for Chum

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FETCH

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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
Agency 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: Throw the ball... throw the ball as far as you can. Come on, throw it! No. Pretending. Good one. Never gets old that. Stop pretending! SFX: Ball is thrown MVO: Mine! Oh there it is, there it is. I got it, I’m gonna get it, I’m gonna catch it, the first bounce, bahhh! SFX: Ball dropping and bouncing MVO: No shame in that. The second bounce is still very... (muffled) impressive. Ha ha, I got it. I got the ball! 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.