August 2010
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It's not the size of your tail, it's how you wag it.
Bring out the incredible in your small dog.

Advertising Agency: Lowe Roche, Canada
Associate Creative Director / Art Director: Sean Ohlenkamp
Copywriter: Simon Craig
AB: Beth MacKinnon
Photographer: Hugh Kretschmer
Artist Rep: Sharpe + Associates

Comments (9)

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It's a simple concept, no need to over-think it or take it too literally--Purina brings out the best in small dogs, so that they're size doesn't matter. I'm not sure why someone would think that this copy is supposed to be taken literally--it's not selling to the dog, but to the person who wants their small dog to be able to do big things. It's selling an idea not a literal ability, or anything relating to the dog's tail...Nor is it an innuendo, meant to be nasty or sexually suggestive haha--this idiom has been used in LOTS of other ways relation to size outside the world of genitalia. I'm guessing some of this is getting lost in translation for non-American viewers.


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