My earlier article published on The Real Owner is entitled Man’s best Friend the Canine and looks at the way dogs help us at work in numerous different jobs. I am now going to specifically explore the use of dogs in television commercials.
Andrex toilet tissue is made by Kimberley-Clarke and known as Kleenex Cottonelle in the US. In 1972 advertisers employed ‘The Andrex Puppy’ to feature in around 130 of their advertisements. Slogans include ‘Soft strong and very long’ and ‘be kind to your behind’. The cute golden Labrador was hoped to increase sales of toilet tissue and become a memorable representative of the company.
Azko Nobel, producers of Durex paint have used the German Shepherd in their adverts since the 1960s. The advertisements became so popular that ‘Dulux dog’ has become a colloquial term for the German Shepherd.
Shepherd Dash took the part of the Dulux Dog for eight years, followed by Fernville Lord Digby and Gambit. Five of the dogs won shows and had to be constantly groomed to keep them looking their best. You can imagine the hair!
The Churchill Insurance dog is the well-known nodding British Bulldog whose catchphrase is ‘oh yes!’ The advertisers were challenged recently over claims that the dog says the ‘f’ word in one of the commercials. Here’s the link, I’ll leave you to decide.
Taco and Bell used a Chihuahua in their adverts between 1994 and 2009. Voiced by Carlos Alazraqui the dog was favoured because it is a Mexican breed. The dogs chosen for the part included Dinky and Gidget.
Let’s not forget the Emmerdale Daz Dogs!
It’s amazing how the well-loved family pet has found its way into advertising in the hope that a cute canine face will help to boost sales and become a memorable household name.
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