October 23, 2024
Milk-Bone’s new “Howl You Know” ad parodies corny romantic comedy trailers with commercials that will appear in movie theaters and on social media, reports Marketing Dive.
“The ad—part of the brand’s “More Dog” campaign—bursts with rom-com tropes as actor Katelyn Tarver portrays a hapless single who has a meet cute with a dog instead of a love interest and eventually learns to become a confident pet owner.
The dog-biscuit brand is hoping to catch consumers off-guard as they head to theaters for the holiday season. “Howl You Know,” which has a title echoing existing rom-coms, will play before actual movie trailers—aiming to draw viewers in with a convincing faux teaser before revealing it’s an ad. The announcement cited data that claim 71% of moviegoers go to the cinema to catch trailers, although frustration with long trailer times is also well-documented.
The campaign was developed by PSOne, Publicis Groupe’s dedicated unit for J.M. Smucker, with creative led by. Alan Wilson, senior vice president and group creative director at BBH USA, positioned “Howl You Know” as part of a larger comeback for humor in advertising.
Milk-Bone is running additional social content to support its take on Hollywood production, with red carpet footage, director’s chair interviews, and other trailer parodies. One for a horror film titled “The Barkening” builds to a jump-scare moment, but rather than a monster lurking in the shadows, it’s a Welsh Corgi, inspiring a scream of excitement instead of fear from the protagonist.
Movie parodies have become common in marketing as brands try to provide entertainment that doesn’t immediately read as promotional. CeraVe, the L’Oréal skincare marketer, earlier this year also dropped a fake rom-com trailer in which the main character’s beau ends up being a bottle of lotion.
Research contact: @marketingdive