How the Farmer's Dog became the main character thanks to its Emmy-nominated commercial
Staff at the farm's Dog The goal of their debut Super Bowl ad was simple to cause people to cry. "There was a sentence in the brief which was essentially like, if you don't get the viewers to be moved, then you've failed." said filmmaker Goh Iromoto who adapted The Farmer's Dog now-iconic (and Emmy-nominated!) advertising "Forever" to life. "I'll not forget the quote. It was a crucial motivational factor, both creatively as well as in my own case."
We wanted to know more about Staff-Picked, which was the most-rated commercial in the 2023 Super Bowl and has been shortlisted to be an Emmy nod (!) So we sat down with Goh and the team of creatives of The Farmer's Dog to find out more about their fantastic teamwork, their meticulous outline, and their dogs which helped inspire the spot. Learn more about the episode's most important lessons or view the entire discussion below.
| Name for the Project | "Forever" The Farmer's Dog |
| Stakeholders |
Teressa Iezzi Director of Creative and Content
Sophie Forman, Director of Brand Design |
| The goals of the Campaign |
Teressa and Sophie wanted to create ads that would embody the company's motto, "Long Live Dogs."
The company has been focused on its advertisements on the specifics about its products. However, Teressa and Sophie realized that the Q1 campaign had to clearly bring its mission that is to assist dogs live longer, happier and healthier lives into focus in a unique way. |
| Goals |
* Create The Farmer's Dog mission and rallying cry using a powerful and artistic style
• Tell an emotional story that goes beyond the specifics about the products. |
| Timeline Timeline |
The entire campaign took four months from the beginning to run, with the structure of the campaign resembling like this:
October | Short stage October with the team December | Shoot January | Post-production February Live! |
| Resource | The Farmer's Dog team worked incredibly together with Goh to produce the result. Goh served as creative mastermind as well as project manager, and Teressa and Sophie played a key role on the development of the idea. They co-created the project from start to finish. |
| Key lessons |
* Put money into your short
* Focus on the story, not on the items * Great work deserves great promotion |
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