The Farmer's Dog was the main character in an Emmy-nominated commercial
The characters from the film Farmer's Dog, the reason for their initial Super Bowl ad was simple to make viewers cry. "There was a sentence in the brief which said in essence, if you fail to cause viewers to weep, then you've failed," says filmmaker Goh Iromoto, the person responsible for The Farmer's Dog now-iconic (and Emmy-nominated!) commercial "Forever" to be a reality. "I'll never forget that line. It was a major motivational aspect, both in terms of creativity as well as artistically for me."
We are interested in knowing more about the Staff-Picked spot that was the most rated commercial of the 2023 Super Bowl and has received the Emmy nomination (!) We talked to Goh and the creative team of The Farmer's Dog to find additional details on their amazing teamwork, their extremely thorough explanation of the short along with the dogs that inspired the campaign. Find out the most important highlights, or view the full conversation above.
| The name of project | "Forever" A.K.A. The Farmer's Dog |
| Stakeholders |
Teressa Iezzi Director of Content and creative
Sophie Forman, Director of Brand Design |
| The goals of the campaign |
Teressa and Sophie wanted to create ads that would embody their company slogan "Long Live the Dogs."
The company has historically focused its marketing on the most in-depth aspects of its products. However, Teressa and Sophie realized that the Q1 campaign needed be more specific in defining its purpose to help dogs live longer and more healthy, happier lives. They brought this into focus in a unique manner. |
| Goals |
* Create the Farmer's Dog mission and rallying appeal using a powerful and artistic approach
Develop an emotional story which goes far beyond the particulars of the item |
| Timeline Timeline |
The whole project took approximately four months from the beginning until the final break-down of the production going in this manner:
Short stage November | Goh shares his pitch with his teammates December | Shoot January | Post-production February Live! |
| Resource | The Farmer's Dog team worked incredibly alongside Goh to create the end product. Goh took on the position of creative director, as well as director of the entire project. Teressa and Sophie were key players in the development of the project. The trio worked closely throughout the whole project from beginning to the final. |
| Key to takeaways |
• Put money in your short
The story is the primary focus rather than the products * Great work deserves great promotion |
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