The Farmer's Dog won the game due to the Emmy-nominated commercial
The team at The Farmer's Dog their goal in their very first Super Bowl ad was simple: make people to cry. "There was a line in [the brief] that basically said, if we don't make the audience cry and then fail," explained filmmaker Goh Iromoto, who brought The Farmer's Dog now-iconic (and Emmy-nominated!) advertisement "Forever" to life. "I'll forever be able to remember that phrase. It was an immense motivating factor for me, equally in terms of creativity and my personal life."
We wanted to know more about the ad Staff-Picked, which was the most rated commercial in the 2023 Super Bowl and has been nominated for the Emmy prize (!) We had a chat with Goh as well as the creative team behind The Farmer's Dog to discover more information about their amazing teamwork, their meticulous plan, as well as the dog who inspired the ad campaign. Take a look at the major learnings. You can also watch the entire conversation below.
| Project name | "Forever" A.K.A. The Farmer's Dog |
| Participants |
Teressa Iezzi Director of Creative and Content
Sophie Forman, Director of Brand Design |
| Objectives of the Campaign |
Teressa and Sophie had a plan to design an ad campaign that would represent the slogan of their business, "Long Live Dogs."
The company has historically focused its marketing efforts on the particulars of its products. However, Teressa and Sophie knew that the Q1 advertising campaign needed to be more specific about how it will bring its purpose of helping animals live longer, more joyful and healthier lives in an innovative way. |
| Goals |
* Bring to life The Farmer's Dog's purpose and rallying cry in an artistic, powerful technique
Create an emotional narrative that goes beyond the facts that describe the item. |
| Timeline Timeline |
The entire campaign took about 4 months from beginning to completion The process of production is like this:
October | Short stage November the team December | Shoot January | Post-production February Live! |
| Resource | The Farmer's Dog team worked incredibly together with Goh to create the finished product. Goh was the creative genius and also the Director of the venture as in the process. Teressa as well as Sophie played a key role in shaping the project. The three worked in close collaboration to complete the project from beginning until the end. |
| The principle to Takeaways |
Make sure you have money to put into your short
* Focus on the narrative instead of the actual products * Great work deserves great promotion |
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