IAMS proves the fitness trend isn’t just for humans
Dogs and fitness are two of social media’s biggest draws, and Mars IAMS’ ‘Waylon’ advert captures them both in a well-meaning campaign.
The advert deep dives into the deep emotional bonds between pets and their owners while showcasing the benefits of IAMS’ tailored pet nutrition. Created by adam&eveDDB, the campaign celebrates real-life stories of pet care and companionship.
The long-form version of the advert centres on Waylon, a dog undergoing a wellness transformation with a little help from IAMS' ‘Healthy Weight’ formula. The narrative also features a meta look at the creation of an IAMS’ experiential stunt featuring Waylon himself: albeit slightly unflatteringly depicted as a giant balloon, stuck between two buildings.
Dogumentaries
Fat dog shaming aside, the campaign is part of IAMS’ broader storytelling strategy, often described as "dogumentaries," designed to resonate with pet owners. The ‘Waylon’ ad also ties into the Mars Petcare vision of ‘A Better World for Pets’, which underlines the company's commitment to pet well-being through nutrition and care.
Drawing parallels with similar emotive campaigns, such as Pedigree's ‘Dogs Rule’ this advert plays to a familiar mainstay of dog ownership: the obsession with weight and proper nutrition so your hound can bound along with its fellow svelte canine chums in a carefree manner.
Our take
I’m not immune to the daily dose of dog content on my Instagram, and apparently, 14% of pet owners run an account for their pet: paws for thought, and proof there’s plenty of mileage in a well-crafted ode to one dog’s journey.
It’s hard not to empathise a little with Waylon’s weight loss journey, and IAMS keeps the long-form advert interesting by emotionally investing us in the pooch’s past, leaving us genuinely rooting for him.
The owner’s doting affection is also heart-warming, and the behind-the-scenes look at the creative process of the designer builds a sense of purpose. I just hope poor Waylon emerges out of his plump period with good humour. Not easy if you’re the subject of an oversized parody inflatable, I’d imagine...
Credits
Client: Mars Inc.
Brand: IAMS
Project/Campaign Name: IAMS Presents: Waylon
First Air Date: Nov 24, 2024
Chief Marketing Officer, Mars Pet Nutrition North America: Jean-Paul Jansen
Global Brand VP, IAMS: Edwin Padilla
VP, IAMS North America: Fawad Farrukh
Associate Brand Director, IAMS North America: Matt Darcy
Marketing Manager, IAMS Global: Olivia Chlasta
Digital Ecosystem Manager, IAMS North America: Rachel Dawson
Brand Manager, IAMS Global: Paul Kendall
Senior Director, External Affairs, Mars Pet Nutrition North America: Lindsay Kordik
Brand Communications Manager, Mars Pet Nutrition North: Wes Bottoms Digital Ecosystem Coordinator: Andrea Migliore
CRM Coordinator America: Bella Byrd
Digital Merchandising & Operations Specialist: Coleen Ducey
DVM, Mars Petcare: Heidi Parrish
Agency: adam&eveDDB
Creative: CCO – Richard Brim
ECDs: Ant Nelson + Mike Sutherland
CD: Paul Knott
CD: Molly Wilkof
Creatives: Ben Robinson + Mike Whiteside
Social Director: Phoebe Wright
Social Creative: Judith Talkens
Head of Production: Sally Pritchett
Head of Print Production and Experiential: Jaki Jo Hannan
Producer: Joel Wilson
Social Producer: Brooke Lagana
Assistant Producer: Amy Galvin
Planning Director: Stuart Williams
Planning Director: Catherine Willoughby
Senior Planner: Kit Owens
Senior Planner: Zayem McTear
Chief Executive Officer: Miranda Hipwell
Managing Partner: Charlotte Cook
Business Director: Stephanie Taylor
Account Director: Sarah Hill
Account Manager: Lauren Dixon
Project Director: Rasha Noronha
Senior Project Manager: Becky Faloju
Senior Legal Counsel: Tom Campbell PR:
Ketchum Client Director: Seagren Crous
Account Lead: Julie Nunes
Earned Media Lead: Alex Demers
Influencer Lead: Sarah Vates
Social Lead: Blau Ramos
Entertainment Lead: Danielle Hallas
Balloon Designer: Jennifer Palmer
Production Company: Biscuit Filmworks
Experiential Director: Glue Society
Service company: Biscuit Filmworks US
Editing (offline & online) Company: Absolute Post, London (Waylon’s Journey, Health Tips)
Executive Producer: Belinda Grew Jnr.
Producer: Dannica Green
Editor: Tom Higgins
Edit Assist: Christy Brooks
Colourist: Pete Oppersdorff
2D: Tom Higgins Editing (offline & online)
Company: Cutters, Chicago (Launch Films/CBS Package)
Soundtrack Name: Minneapolis Bump by Southside Aces
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