The campaign “The Clasico Dogs” by Sniff, launched in the UAE in 2019, seeks to challenge and shift prevailing perceptions around mixed breed dogs in the region. The brand proposition hinges on the promise that mixed breed dogs are equally trainable and adoptable as pure breeds, addressing the common stigma that these dogs are less desirable or capable. By associating mixed breed dogs with a universally popular and culturally significant sport—football—and famously competitive teams Real Madrid and Barcelona, the campaign emphasizes inclusivity and potential in unexpected forms.
From a market strategy perspective, the campaign leverages a strong cultural insight: football’s passionate following in the UAE and the broader Middle East. The creative angle integrates mixed breed dogs into a domain typically unassociated with them, thereby redefining their image in the eyes of potential adopters. This approach targets animal lovers and the general public who may harbor reservations about adopting mixed breeds, using emotional storytelling and local cultural references to increase relatability and engagement. It effectively confronts myths by showcasing mixed breed dogs participating in a dynamic, spirited environment, promoting empathy and a reconsideration of preconceptions. The availability of Spanish and Portuguese subtitles further suggests an intention to reach a diverse, possibly expatriate audience within the region, broadening the campaign’s impact. Overall, the campaign uses lifestyle storytelling intertwined with regional passion points to elevate the status of mixed breed dogs and motivate adoption.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign borrows directly from the world of iconic football (soccer) events—specifically, El Clásico, the famed match between Real Madrid and Barcelona—to make its point. By featuring mixed breed rescue dogs playing football and supporting world-class teams, the ad parodies and taps into the passionate sports format recognized and beloved in the UAE. The approach doesn’t present a linear problem-solution narrative or focus on testimonials; instead, it leverages the cultural status and structure of football rivalries to showcase the dogs’ trainability and spirit, symbolically countering the prejudice against mixed breeds. This explicit use of a familiar, celebrated sports event qualifies the campaign distinctly as a "Parody or Borrowed Format" rather than a standard demo, story, or symbolic representation.
1. The Pet Shop – Positioned as a premium pet retail chain in the UAE, The Pet Shop focuses on offering a wide range of quality pet products and services, including grooming and veterinary care, emphasizing convenience and expert advice for pet owners seeking trusted, all-in-one solutions.
2. K9 Boutique – A luxury pet brand specializing in high-end pet accessories, nutrition, and grooming services, K9 Boutique targets affluent pet owners by combining exclusivity with expert care, positioning itself as a lifestyle symbol for pet pampering and wellbeing.
3. Petzone – Marketed as a comprehensive pet care provider, Petzone combines retail, veterinary services, and adoption programs. Their strategic angle is community engagement and nurturing responsible pet ownership, including advocacy for rescued and mixed breed dogs.
4. Barking Heads – An international pet food brand present in the UAE, Barking Heads differentiates itself by focusing on natural, grain-free, and health-centric pet nutrition, appealing to health-conscious owners who prioritize diet quality and ethical sourcing.
5. Wagg – Operating both retail and online platforms, Wagg targets convenience-driven pet owners with competitively priced, quality products, emphasizing accessibility and value for money, combined with initiatives encouraging pet adoption and welfare awareness.
Q: What is The Clasico Dogs about?
A: The Clasico Dogs is a professional film campaign created by TBWA for the brand Sniff and launched in the United Arab Emirates in 2019. The campaign addresses the misconception that mixed breed dogs are less trainable and adoptable than purebreds by creatively featuring abandoned mixed breed dogs playing and cheering for the iconic football teams Real Madrid and Barcelona. It uses the region’s passion for football to challenge the old saying that you cannot teach an old dog new tricks, encouraging adoption and raising awareness about the potential of mixed breed dogs through emotional storytelling and relatable visuals.
Q: What creative device does The Clasico Dogs use?
A: The Clasico Dogs employs the creative device classified by Clapboard as FORMAT#12 Parody or Borrowed Format. This approach involves borrowing directly from the world of iconic football events, specifically the El Clásico rivalry between Real Madrid and Barcelona, to frame the narrative. By parodying this culturally significant sports format, the campaign leverages a familiar and beloved structure to showcase the trainability and spirit of mixed breed dogs, rather than using a traditional problem-solution or testimonial format. This technique taps into local cultural passion to deliver its message effectively.
Q: What is the campaign proposition for The Clasico Dogs?
A: The campaign proposition for The Clasico Dogs centers on challenging and shifting perceptions around mixed breed dogs in the UAE market. Sniff positions mixed breed dogs as equally trainable and adoptable as purebreds, addressing stigma that these dogs are less desirable. By associating mixed breed dogs with the culturally significant sport of football and the rivalry between Real Madrid and Barcelona, the campaign targets animal lovers and the general public, using emotional storytelling and local cultural references to increase empathy and encourage adoption. This strategy broadens acceptance and support for rescue efforts.
Q: How does The Clasico Dogs rank in Clapboard's archive?
A: The Clasico Dogs holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within its market category. The rating indicates the campaign’s effectiveness in using a culturally resonant format and emotional storytelling to address a social issue related to pet adoption in the UAE.
Q: Who are the competitors in Sniff's category?
A: In Sniff’s category, key competitors include The Pet Shop, which positions itself as a premium pet retail chain offering a wide range of products and expert services in the UAE. K9 Boutique targets affluent pet owners with luxury accessories and grooming, positioning itself as a lifestyle symbol for pet wellbeing. Petzone combines retail, veterinary care, and adoption programs with a focus on community engagement and responsible pet ownership. Barking Heads differentiates through natural, grain-free pet nutrition appealing to health-conscious owners. Wagg operates retail and online platforms emphasizing convenience, value, and pet adoption initiatives.
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