The Emotional Connection

New 75-Second Film Revamps a Classic, Highlights Emotional Connection between Dogs and their Owners.

The Luxonomist. 29/06/2015
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A Boy and His Dog Duck. IAMS. Good for Life. (Photo:

For the first time since becoming part of Mars Petcare inAugust 2014, IAMS™ Brand has released a new creative campaign with a long-form 75-second film that showcases the emotional connection between a boy and his dog growing up together. In the new work, created by DDB New York, Mars Petcare is staying true to the brand’s roots by paying tribute to an iconic piece of communication within the brand’s heritage, with a modern twist to connect with today’s consumers.

The new work comes nearly two decades after the brand released its historic Casey campaign, which highlighted the lifelong story of a girl and her dog. Casey was the strongest performing TV creative in the brand’s history. The insight behind the deep relationship between owner and pet still rings true today.

TitledDuck, the new creative follows the lives of a boy and his dog, «Duck.» The long-form 75-second film dives deeper to reveal the heartwarming story of how the dog got his name and also highlights the important role IAMS™ food plays in keeping dogs healthy and active throughout life.

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A Boy and His Dog Duck. IAMS. Good for Life. (Photo:

«As we brought the IAMS™ Brand into our portfolio, it was really important for us to embrace the brand’s heritage and stay true to our Mars Petcare vision of making A Better World for Pets™. Reviving a consumer favorite for this re-launch was a great way to achieve both,» said Chris Mondzelewski, VP, Marketing, Mars Petcare. «The new creative will guide every aspect of our communications and we are excited for this opportunity to celebrate the positive experiences and meaningful connections pets provide.»

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A Boy and His Dog Duck. IAMS. Good for Life. (Photo:

Backed by the Mars Petcare vision of making A Better World for Pets™, the IAMS™ Brand is dedicated to being a key component to helping enhance dogs’ health at every life stage. Showcasing how individual moments build into a lifetime of memories, Duck is built on the brand’s steadfast insight that pet owners wish for their dogs to remain vibrant and active throughout life.

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