Animal protection charity SPCA has launched a tongue-in-cheek adoption campaign with creative agency Special.
The campaign pits the chaos of raising children, chasing the latest wellness trend and navigating a midlife crisis against the uncomplicated joy of life with a rescue dog. It’s aimed at New Zealanders who are open to dog ownership, encouraging them to enquire about adopting an SPCA dog.
Drawing on real social footage, the montage captures the realities of everyday life, from kids having public meltdowns and squabbling with siblings to wellness devotees braving ice baths and mid-lifers squeezing into Lycra. It then shifts to the simple pleasures of life with a rescue dog: companionship, affection, loyalty and unconditional love.
Even parents will find it funny
The campaign imagery – featuring children, a cyclist and a woman in a plunge pool – was shot by acclaimed New Zealand photographer Steve Boniface.
Boniface’s work is known for its focus on people, meticulous lighting and strong sense of mood and personality, and it has been recognised with awards both locally and internationally.
Rounding out the campaign is a series of radio ads voiced by New Zealand comedian Chris Parker. Delivered with Parker’s signature wit and impeccable timing, the spots bring the same mischievous energy to the airwaves, playfully weighing up life’s more complicated pursuits against the simple, tail-wagging appeal of a rescue dog, says Special.
The result is a light-hearted campaign that even parents will find funny. It offers a simpler alternative for anyone looking for connection, the agency adds.
Turn interest into action
Todd Westwood, SPCA’s chief executive officer, says the campaign is designed to start conversations and turn interest into action.
“We know there are plenty of Kiwis who’ve thought about getting a dog but haven’t quite taken the step. Humour is a great way to cut through, and this campaign gives people a reason to smile and then a reason to act. Our dogs have so much love to give, and we’d encourage anyone who is curious to visit the SPCA website and enquire online about the dogs waiting for a home.”
Mark Forgan, executive creative director at Special, says the idea came from content people are already watching and sharing every day.
“Everyone’s seen these videos. The kid lying face-down in the cereal aisle or the horrendously overpriced ice bath torture. They’re hilarious because they’re so real, and we’ve all been there before. We wanted to borrow that honesty, flip it and have a little fun with it. We’re not knocking anyone’s choices. We’re simply saying there’s more than one way to find happiness, and one of them is a lot less likely to draw on your walls.”
Lisa Fedyszyn, Special chief creative officer, adds: “We were incredibly lucky to have two brilliant talents bring this idea to life. Chris Parker made the radio even funnier than we imagined, while Steve Boniface brought his extraordinary eye to the photography, creating imagery that is equal parts art and comedy. We couldn’t be more grateful to them both.”
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