BMW: Dog

More power, less consumption.

Advertising Agency: KING Helsinki, Finland
Art Director: Tobias Wacker
Copywriter: Mikko Eskelinen
Photographer: David Allan Brandt, Getty

December, 2007


BigBrother's picture
94 pencils

yeah, I guess the image makes it very clear: more power, less consumption. But why does this news make me feel sad? Is it, perhaps, the dog's undeniably nostalgic body language?

crisis's picture
189 pencils

The food doesn't seemed changed in anyway, so they're really just showing less consumption. And since the dog is sad, it makes it seem like the food has only recently changed and starvation will soon set in.

drizae's picture
503 pencils

Yeah, the dog is sad.

Maybe if it looked happy about eating less, we'd all feel better about the ad.

Fail Harder.

salvarredy's picture
354 pencils

I like the picture, but maybe I have to agree about the dog attitude, I think maybe if the dog be looking to the camera the idea of more power could be more clear.
But I like the ad.

That One Guy's picture
That One Guy
266 pencils

I like the idea of the dog looking at the camera. Maybe have his head tilted at an angle.

chintan ruparel's picture
chintan ruparel
1516 pencils

was it done by Volkswagen a while back? i think so.

~ old habits die hard, older ones never do ~

papajohn's picture
90 pencils

IT was done by volkswagen. Won bronze in cannes 2006 i think. Large campaign, almost impossible to miss. A wonder that they did this. VW did the excact same idea, though better, with a walrus in front of a small table with little food and so on ...

haha..too bad. Good idea.

Duckman's picture
520 pencils

Exactly... same idea (and muuuch better executed).

Trifles make perfection, and perfection is no trifle.

reactor's picture
294 pencils

It would have solved the problem if a happier dog was jestering NO to food


sihirlikabak's picture
2 pencils

yes, it was done by volkswagen..

Guest commenter's picture
Guest commenter

It was done by DDB for Volkswagen ;)

Guest commenter's picture
Guest commenter

It was done by DDB for Volkswagen ;)

misterpanda's picture
282 pencils

there is a similar AD FOR VW, but in this case is a big bear handing a little coffe cup

Guest's picture

I think that if a car consumes less, the owner will use his or her car more. And that's why the dog is unhappy, because his is lonely
I think that the food is totally unnecessary and changes completely the message, and also delivers a contradictory feelling

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