Agency Network: 
December 2010

Print advertisment created by Mather, Poland for Fundacja Azylu pod Psim Aniołem, within the category: Public Interest, NGO.

Not every doggie is merry at Christmas.

Advertising Agency: Mather Communications, Warsaw, Poland
Creative Director: Paweł Merecz
Copywriter: Bartek Grzesiak
Art Directors: Daria Ferda, Monika Duch
Photographer: Jacek Kołodziejski / SHOOTME
Production: Luiza Doraczyńska / RedWorks
Postproduction: Iza Zembrzuska

Comments (24)

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jackmancer2017's picture

Haha, I think it's funny but not really because of what's going on in the ad but mainly because this is an ad for a dog shelter ;p

miko1aj's picture
Activity Score 3086

yep. This is "creative", and i appreciate that there is an idea, but... sorry to tell. It's not a theme to be frivolous clowns out there.

Oblabla's picture
Activity Score 298

good and funny way to draw attention. the guy doesn't want to be the dog either..or not?

LeeHarvey's picture
Activity Score 3045

Agree, this doggy doesn't look happy at all. Strange ad, 4/10.

CuriousPencil's picture
Activity Score 4225

Lovely. Hope their target audience is as broadminded as we are.

Guest's picture

Hey Curious Pencil, I always love you comments! do you have a link to your website?

Guest's picture

The target audience for this ad are actually clubbers. It's a postcard inserted in envelope with flyers promoting cultural and nightlife events, distributed in party venues and also posters placed in such venues. Christmas and first months of New Year (when you can donate 1% of your income tax to the chosen NGO) is kind of eruption period for charity campaigns. It was a purpose for this piece to be different than all the rest of such campaigns and to draw attention of people who sort of became habituated seeing tear-jerking charity ads.

CuriousPencil's picture
Activity Score 4225

Well then it's a win in my book: uses the visual language they'll click with, whether or not they're part of an SM scene, they'll no doubt be familar with it. And because it has funny, and is serious, it'll distinguish itself from the slew of appeals with puppies and sadness and tearjerkers. Nice one. Would be great if you could let us know the results of this. And thanks for taking part in the conversation here.

Dzsoi's picture
Activity Score 8532

You should have put this explanation below the ad... you would have got higher rates, at least from me, definitely.

miko1aj's picture
Activity Score 3086

Yeah. "broadminded we are". Phew. How good we are so tolerant and broadminded and clever and proud. Phew.

Guest's picture

stupid and more or less senesless. (for the reason)

if its only purpose is to draw attention it may succeed....

Guest's picture

I dont like the postprocessing here, looks very quick and harsh. I like the general idea and conception, not the execution, it seems a bit vulgar and cheap (regarding styling, his expression, the casting of the girl)

Guest's picture

mather communication Warsaw and their Ghost ad factory

New Nice and Fun's picture
New Nice and Fun
Activity Score 377

Bad idea - Bad Art !

They'll never get any money!

leandro pinho's picture
leandro pinho
Activity Score 6

bom bom

JeffP's picture
Activity Score 810

Haha. Not my style of Christmas but the tagline is just awesome.
Now, if the Media agency did their job and placed this ad in the right places, it should work well.

SCHIZFLUX's picture
Activity Score 40

I like it outside its purpose. As for the purpose... I think the ad is a bit too cute to elicit a proper response. It does not charge the viewer emotionally vis-à-vis the stated purpose. The viewer sees the picture, laughs at it for what it is (or may be).. and that's it. How am I supposed to know it's actually about a dog shelter?

Janae's picture
Activity Score 385

can't see the connection to the target group.
the homepage show an absolut opposite with small
children and a loving family.

Jimmy Terroir's picture
Jimmy Terroir
Activity Score 35

Anything thats a change from tugging on heart strings is a good change
Go them for actually doing something different

peppermintfountain's picture
Activity Score 17

first glance - WTF
second time - Hmmmm
third look - actually not bad!!

Guest's picture

But the doggie on the photo IS happy...obviously...

nicebastard's picture
Activity Score 298

I guess so, judging by ripped presents. Unhappy ones are in the shelter

javoespinoza's picture
Activity Score 118

i like. simple and funny, but the website is horrible

MidasTouch's picture
Activity Score 1024

Oh, gosh I hate sex in adds.
So stupid, so unjustified, so first degree, so false.

//usevertising v.s badvertising//
C'est une question de vie ou de mort.