Miller Uses Lost Dog Ad to Advertise Beer
Thanks to Jason for barking in this info about Miller Beer’s new ad campaign using fake lost dog ads spread around neighborhoods.
In my other life as a consultant I’ve seen a lot of insensitive ad campaigns launched by “creatives” who just want to get attention but this is pretty despicable and stupid. Miller is trying to virally promote Miller Beer with fake lost dog ads. Did anyone think this through? Unfortunately not.
Let’s see. Nail up posters in neighborhoods saying you’ve lost a dog so people will call in and get verbally spammed to drink Miller Beer. Did these “creatives” even stop to think that how poor an idea this was on soooo many levels?
1–People who haven’t seen a Dalmatian wandering around are NOT going to call. (Of course, if the ad agency can solve that problem by releasing a lot of Dalmatians so people WILL call in but I really hope THAT wasn’t part of the plan…)
2– Someone calling in is going to be ticked off, not amused, when they get verbally spammed by Miller.
3–Who asumed that people interested in helping lost dogs even drink beer, much less Miller? Talk about a waste of money and time for the client! That should be enough to get someone fired at the ad agency that conceived this abominable campaign AND whoever approved it for Miller!
4–The absolute worst aspect of this campaign has been pointed out in other blogs, Pet Rescuer Central and further commented on in the Me Find Home.org, is that the fake posters will actually discourage people from looking at real lost dog posters. We are barraged with a ton of useless information everyday so if we start thinking lost pet ads are just more effluvia, how likely are we to try to help?
All in all Miller you have really stepped in the dog pop here.
This campaign reminds me of when I was working with a marketing firm here in St. Louis years ago and the firm got asked to come up with some promotional ideas for Energizer batteries. The idea the marketing firm owner decided to pitch to the Energizer folks, over my strong objections, was to launch a line of collectible batteries for kids. Yup, you read that right; collectible batteries for kids. Fortunately for Energizer they were smarter than the guy running the marketing firm I worked for AND the Miller executives involved with this fake poster gambit.
Okay Miller, if you want to make nice may I suggest big contributions to some animal rescue groups and maybe even a PSA or two about rescuing and adopting animals?
I don’t like beer anyways, and think that it is as bad as drugs.
The ad seems innocent enough, but it’s not good to use a lie for good…or what people think is good.
It’s also a Dig to Anheuser Bush (bud) because one of their mascots is a dalmatian.
Dummies.
This is an extension of their tv commercial; the one that ran during the Superbowl–which I thought was pretty danged hilarious.
The Bud Clydesdales & carriage with the Dal riding on it drive up to a Miller truck and the Dal defects and jumps in the Miller truck. I thought it was pretty clever.
Being award of the campaign, I think its pretty harmless. But I could see how people who didn’t know about it might take it as a stupid hoax.
It’s a prime example how the ways that media is used can desensitize people. In this case, there are many people who - because of ads like these - may not look at missing dog (or even missing child) posters in their neighborhoods, lessening the effect of future posting by people who are hoping that people will notice their signage.
That is sooo stupid!!! I only saw the commercial… not the signs. Why would they….. DO THIS!!!!?????????????
Hi
I have a bull dog cross with a boerbul the most adorable photogenic actor i have ever had! His name is Angus Claude Watson and is currently four months old. He has a proffessional portfolio to submit. I am wanting him to go into advertising as no one has yet been able to resist him. Please help! Any advice or contacts will be appreciated.