As part of our ongoing work with Transportation Safety–ODOT’s Impaired Driving program, we produced a 30-second TV PSA titled “Good Human.” The goal of the announcement is to remind Oregonians of the dangers of driving at any level of impairment and encourage them to make the right choice and get a ride. Unique to the spot? A talented dog.
John Plymale, Gard’s Creative Director, shared some thoughts on how including a canine helped share a serious message in an entertaining way.
What role does a dog play in the commercial?
When we’re alone with our thoughts, our pets can reflect what we’re thinking and, in this case, offer a voice of reason. Our message – to make the right choice by never driving under the influence of marijuana – is a serious one. But that doesn’t mean we can’t entertain as we share it. Including a dog in this spot was a creative decision to engage our viewers to deliver an important message.
What challenges were there with doing a shoot with an animal?
It’s always a bit of a challenge. You never know how they’ll perform once the camera is on them. It takes a solid temperament and being able to perform in a totally new situation. This little guy was quite easy to work with. We found him through the dog training business I co-own. I imagined a smaller dog with a lot of character in their face who could do a few easy tricks. After asking our trainers, I was pointed to Churro, who has his own Instagram, and his mom, who was excited about being part of this. She even sent me a video a few minutes after our first chat showing that he had already learned the trick of calling a Lyft.
What are some other things to consider if you want to include an animal in your ad?
The best advice for picking a dog is letting them warm up to the space and the people, staying calm and reserving any excitable tricks for last. Just like kids, they only have so much attention span. So, you have a brief window and sometimes have to take what you can get. Pushing too hard can lead to frustration on both ends. And always keep it positive. Over the years, we’ve worked with a few dogs, some zoo animals and even Gard senior producer’s cat, who “played” piano for us. Sometimes animals and kids at the same time. That is the most challenging, but also the most fun.