There have been many ads showing everyday dogs thriving on this or that brand of dog food. But a brand that has been keeping working dogs in peak condition? That’s impressive.
The Works has also given its ad for holistic dog food brand, Black Hawk, a dramatic setting – the Treble Cone ski resort in New Zealand’s South Island. The new campaign highlights the lifesaving work carried out by Land Search and Rescue’s (LandSAR) specialist search and rescue dog teams. The commercial features LandSAR patroller, Matt Gunn, and his avalanche trained dog, Rocket, on patrol at Treble Cone.
LandSAR has over 80 members with nine operational avalanche dogs and 12 wilderness search dogs. Black Hawk has been donating its premium range of dog food to feed these four-legged heroes for a number of years, ensuring they are in peak physical health when called into action.
The 30-second hero TVC is supported by a 15-second product spot. Both are running across free to air TV in New Zealand accompanied by digital, point of sale and social media content.
Ruth Reid, Masterpet head of marketing New Zealand, commented, “LandSAR carry out vitally important search and rescue missions, often in treacherous terrain. Ensuring the dogs are healthy and have access to great food is crucial for them to effectively do their work. Black Hawk is a proud supporter of LandSAR, including providing food for the search dogs for several years. We’re delighted to celebrate these dogs and their handlers with this campaign.”
Damian Pincus, creative partner at The Works, part of RXP Group, added: “The relationship between a LandSAR dog and handler is built on trust and care for each other. As a team, they have to look after each other and we have captured this special relationship between Matt and Rocket using the dramatic and beautiful backdrop of Treble Cone.”
Agency: The Works
Production: Two Bearded Men
Post Production: Daresay