Description
On Monday, October 21, PSOne, the Publicis Groupe Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, debuted “Howl You Know,” Milk-Bone®’s parody romantic comedy trailer.
“Howl You Know” is the next iteration of Milk-Bone®’s “More Dog” campaign that takes on pop culture trends and tropes to remind us that the bond with our dogs makes everything better, including dating shows, streetwear, and, most recently in collaboration with Jif Peanut Butter: perfume collabs.
As 71% of moviegoers purposefully go to the theater to see the trailers, Milk-Bone® is MORE DOG-ifying one of the most appreciated parts of the movie-going experience.
'Howl You Know' captures all the corny magic of your favorite rom-com flicks. The spot, directed by up-and-coming feature film director Sammi Cohen (“You're So Not Invited to My Bat Mitzvah”), starring American actress and singer-songwriter Katelyn Tarver, is jam-packed with dog cameos and puns, boasts faux accolades from the fictional “G’Dog” and “Boops & Boops” film festivals, and is complete with credits that replace the cast and crew with messages of how great the film could be if it were a reality.
The faux trailer is just the start of Milk-Bone®’s dedication to bringing theatricality to the campaign. While the media buy includes TV, OLV, audio, social media and content partnerships, the faux trailer will be featured in-cinema as the trailer before the trailers, with in-cinema OOH to match.
Social is where Milk-Bone®'s fabricated production company comes to life, with director's chair interviews of “Howl You Know” stars, red carpet footage of VI-Pup guests, and other :30 and :15-second spots parodying genre films that will launch exclusively online. The online series starts with “The Barkening.”
“It’s been a joy to watch the ‘More Dog’ platform evolve into the full-fledged “dog-iverse” that we’ve built with Milk-Bone®,” said Alan Wilson, SVP, Group Creative Director, BBH USA. “We're fortunate to have a client who embraces big, bold, playful ideas with us. As humor makes a comeback in advertising, we're thrilled to bring “Howl You Know” to the big screen and beyond.”
“The only two places to find love that is truly unconditional, vibrant, and full of joy are in the bond between dogs and their human companions… and romantic comedies,” says Gail Hollander, Chief Marketing Officer, J.M. Smuckers Co. “Bringing these two forms of love together in this campaign is an enmeshment of humor, elation, and whimsy with Milk-Bone® treats right at the heart of it all because true love starts with Milk-Bone®.”
This professional campaign titled 'Howl You Know' was published in United States in October, 2024. It was created for the brand: Milk-Bone, by ad agency: BBH USA. This Integrated medium campaign is related to the Pets industry and contains 7 media assets. It was submitted 19 days ago.
Credits
PS1
Chief Creative Officer: Erica Roberts
SVP, Group Creative Director: Peter Defries
SVP, Group Creative Director: Alan Wilson
Creative Director: Kelly Saucier
Creative Director: Kelly Mahon
Senior Copywriter: Nia Bolling
Senior Art Director: Liv Johnson
VP, Creative Director: Alexandra Askot
VP, Creative Director: Michael Greenberg
Senior Copywriter: Cailin Boegel
Senior Art Director: Alessandra Divizia
Senior Designer: Melinda Lastyak
Head of Design: Hernan Ibanez
Designer: Richard Supriano
SVP, Executive Producer: Lauren Schneidmuller
Senior Producer: Madhuri Sharma
Senior VP, Director, Business Affairs: Julie Petruzzo
Associate Director, Business Affairs: Natalie Roback
Business Affairs Manager: Erica Greenfield
Associate Business Affairs Manager: Sohemia Morales
President, Group Client Lead: Yuri Lee
SVP, Group Account Director: Gina Leone
Account Director: Prerna Garg Agarwal
Account Supervisor: Niketh Raghavan
Account Executive: Juliana Ramirez
Associate Account Executive: Mia Pollak
EVP, Head of Strategy: Jennifer Baldwin
VP, Strategy Director: Allie O'Shea
VP, Social Strategy Director: Kaitlyn Kline
Senior Social Strategist: Ashley Meeks
Associate Director, Program Management: Anna Goldberg
Manager, Project Management: Akyra Kelley
The J.M. Smucker Co.
Chief Marketing Officer: Gail Hollander
VP & GM, Marketing - Pet: Judd Freitag
Director of Marketing, Dog Treats Portfolio: Jasen Cusik
Senior Brand Manager, Milk-Bone: Megan Ridenour
Brand Manager, Milk-Bone (TBC): Delaney Hendershot
Senior Director, Integrated Marketing: Lisa Mathison
Director, Integrated Strategy & Creative: Heather Smith
Lead, Campaign Activation: Stephanie Porlefone
Lead, Digital Activation: Megan Stinn
Assistant Lead, ICX Project Management: Kiersten Mogle
Lead, Digital Activation: Kate Armstrong
Caviar
Director: Sammi Cohen
Cinematographer: Quyen Tran
Executive Producer: Tova Dann
Line Producer: Kirsta Teague
The Den
Editor: Ryan Spears
Harbor Picture Company
Head of Production, Advertising: Tia Perkins
Executive Producer: Jesse Schwartz
Senior Colorist: Nick Hasson
Senior Color Assist: Scarlett Thiele & Joni Brandenburg
Color Assist: Elizabeth Hickey
Producer, Color: Jake Grom, Max Hadson & Brad Martin
EP, Color: Nadia Dabibi
SR VFX Producer: Lauren Gray
Lead VFX Artist: Andrew Pellicer
VFX Artist: Albert Fortgang
Design: Candy Sui
Butter
Composers: Nat Jenkins, Josh Cavenari & Andrew Sherman
CCO: Andrew Sherman
EP: Renée Massé
ECD: Dan Zank
Senior Producer: Warren Wolfe
Composers: Nat Jenkins and Josh Canevari
Music Coordinator: Anneliese Daley
SuperExploder
Sound Design and Mixer: Jody Nazarro
Sound Producer: Meredith Nazarro