The Farmer's dog was able to prevail because of its Emmy-nominated commercial
The team of The Farmer's Dog The Farmer's Dog The Farmer's Dog, the goal of their very first Super Bowl ad was simple to get viewers crying. "There was a phrase in the brief that said that "if we fail to get our audience to cry, then we've failed," says director Goh Iromoto who introduced The Farmer's Dog now-iconic (and Emmy-nominated!) advertisement "Forever" to the attention of. "I'll forever be able to remember the line. It was a major source of inspiration, and creative force to me."
We were curious to learn more about the Staff-Picked spot, that was the highest-rated commercial of the 2023 Super Bowl and has received an Emmy nod (!) We spoke with Goh along with the team of creatives from The Farmer's Dog to find more about their incredible collaboration, their precise brief, and their dogs as their inspiration for the campaign. Find out more about the most important points from the show, or watch the entire discussion on YouTube.
| The name of the project | "Forever" A.K.A. The Farmer's Dog |
| Participants |
Teressa Iezzi, Director of Content and creative
Sophie Forman, Director of Brand Design |
| Goals for the campaign |
Teressa and Sophie were looking to develop advertising that could be able to convey their motto for the business "Long Live the Dogs."
The advertising of the company focused on the details of its products. But, Teressa and Sophie knew that the Q1 campaign needed to be more specific in how it conveys the company's mission to help dogs live longer and healthier lives in a new way. |
| Goals |
• Relive the Farmer's dog's mission and rallying cry through an innovative, effective method
* Tell a story which is emotionally charged and is above and beyond the requirements of the object. |
| Timeline |
The entire campaign ran for 4 months from start to finish from beginning to end. The campaign's design is as follows:
September With the team in November December | Shoot January | Post-production February Live! |
| Resources | The Farmer's Dog team worked incredibly in tandem with Goh in achieving the final outcome. Goh was the director of creative as well as project director. Teressa along with Sophie were key players in the design of the idea. They worked together in the entire process from beginning through. |
| Key lessons |
It is important to ensure that you have invested in your short
Story is the most important aspect to be focused on more than the products. * Great work deserves great promotion |
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