How the Farmer's Dog was able to win this game using its Emmy-nominated commercial
The group from The Farmer's Dog and The Farmer's Dog, the objective for their debut Super Bowl ad was simple to make viewers cry. "There was a line in the brief that was basically, if we do not make people cry, that's a failure," says filmmaker Goh Iromoto, the man who brought The Farmer's Dog now-iconic (and Emmy-nominated!) commercial "Forever" to the attention of. "I'll never forget that phrase. It was an enormous motivational force in my creative work in my life."
We wanted to learn more about the spot Staff-Picked, which was the most rated commercial from the 2023 Super Bowl and has been nominated for an Emmy nomination (!) We had a chat with Goh and the creative team from The Farmer's Dog to find out more about their amazing collaborative process, their super-detailed outline, and the dog who helped in the development of the campaign. Read on for the episode's most important takeaways or watch the full conversation above.
| Project name | "Forever""Forever" Farmer's Dog |
| Stakeholders |
Teressa Iezzi, Director of Creative and Content
Sophie Forman, Director of Brand Design |
| Objectives of the campaign |
Teressa and Sophie were looking to develop an advertisement that represented their company rallying cry, "Long Live Dogs."
The company's strategy has always been to focus its marketing efforts on small aspects of their product. However, Teressa and Sophie were aware that the Q1 marketing campaign needs to be more specific regarding its strategy to make its goal -- to help dogs live longer and happier, more healthy lives into the spotlight in an innovative way. |
| Goals |
* Recreate the Farmer's dog's goal and rallying call with the power of art and creativity
• Tell an emotional tale which goes beyond the particulars of the product |
| Timeline Timeline |
The whole campaign took 4 months from beginning to end for the campaign to complete and the design of the campaign appears to be as follows:
Octobre November | Goh plays with his team December | Shoot January | Post-production February |
| Resources | The Farmer's Dog team worked incredibly close with Goh to generate the product. Goh played the role of creative director and also the Director of the venture as along with Teressa and Sophie played key roles as stakeholders on the development of the concept. They worked together on the project from start to finish. |
| Principal to takeaways |
* Make sure you invest in your brief
The narrative is the primary thing to focus on instead of the products. * Great work deserves great promotion |
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