Quick Answer
Elanco launched “Dogs Are Gonna Dog,” a national integrated advertising campaign promoting Advocate Ultra Chew, an all-in-one parasite protection chew for dogs.
Elanco Celebrates Dogs Being Dogs With New “Dogs Are Gonna Dog” Campaign
Elanco launched a new integrated advertising campaign titled “Dogs Are Gonna Dog” to introduce Advocate Ultra Chew, an all-in-one parasite protection chew for dogs.
Created in partnership with Today the Brave, the campaign moves away from traditional “perfect pet” advertising and instead embraces the chaotic, curious, and messy reality of dog behavior.
The Campaign Is Built Around Real Dog Behavior
The creative platform is based on a simple insight: no matter how much owners treat dogs like family members, dogs will always follow their instincts.
The campaign highlights common situations familiar to pet owners, including dogs eating from bins, chasing strange smells, rolling in dirt, and bringing home unexpected “gifts.”
Advocate Ultra Chew Became the Core Message
The campaign introduces Advocate Ultra Chew as a first-of-its-kind all-in-one parasite protection chew that also directly treats and controls tapeworm.
Instead of trying to stop dogs from exploring the world around them, the campaign positions the product as protection capable of keeping up with their adventurous nature.
A Nationwide Integrated Campaign
The launch is rolling out nationally through television, digital, social media, radio, and outdoor advertising placements.
The campaign is also supported through retail activations, trade marketing, and veterinary programs designed to reinforce awareness across multiple consumer touchpoints.
Breaking Away From Traditional Pet Advertising
According to Vince Osmond, Creative Partner at Today the Brave, the campaign intentionally moves away from the polished and overly perfect conventions commonly seen in pet care advertising.
The creative direction focuses on authenticity, humor, and recognizable everyday moments that resonate with dog owners.
What Brands Can Learn From This Campaign
The campaign demonstrates how brands can create stronger emotional connections by embracing relatable consumer truths instead of idealized portrayals.
By combining humor, honesty, and integrated media placements, Elanco created a campaign that feels memorable, entertaining, and highly shareable.
Summary
Elanco introduced Advocate Ultra Chew through a campaign built around the unpredictable behavior of dogs.
Created by Today the Brave, “Dogs Are Gonna Dog” embraces the messy and adventurous nature of pets while positioning the product as protection designed to keep up with them across everyday situations.
FAQs
What is the “Dogs Are Gonna Dog” campaign?
It is Elanco’s integrated advertising campaign promoting Advocate Ultra Chew through relatable dog behavior and humor.
What product is being promoted?
The campaign promotes Advocate Ultra Chew, an all-in-one parasite protection chew for dogs that also treats and controls tapeworm.
Which channels are part of the campaign?
The campaign includes television, digital, social media, radio, outdoor advertising, retail programs, and veterinary activations.
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