This holiday season, a New York-based pet company, BARK, has taken a novel approach to advertising, commissioning a holiday ad directed – at least in part – by a dog. Mia, an Australian Shepherd Pitbull mix, took the lead on the new spot, titled “Merry Chaos, Humans,” which is currently running on streaming platforms like Hulu, Peacock, and HBO Max.
A Dog’s-Eye View of the Holidays
Mikkel Holm, BARK’s Chief AI & Innovation Officer, explained the concept stemmed from a desire to portray Christmas as it’s actually experienced with dogs – a bit chaotic and undeniably joyful. Rather than directing in the traditional sense, Mia wore a GoPro, allowing the ad to capture a holiday gathering from a dog’s perspective. “We wanted something real,” Holm said. “We didn’t have a shot list or specific script. Let dogs be dogs and see where it takes us.”
The resulting ad depicts a scene of playful mayhem, with dogs knocking over Christmas trees, “bulldozing” people, and investigating the snack table. Holm noted the dogs weren’t performing tricks, but simply acting on instinct. “Mia just wanted to go after what she wanted to go after. She wasn’t trying to cause anyone any harm,” he said.
A Counterpoint to AI-Generated Content?
The ad’s approach stands in contrast to other recent holiday campaigns, such as Coca-Cola’s AI-generated “Holidays are Coming” reboot. Holm expressed a preference for authenticity, stating, “I generally like ads that have the ‘real’ in them — real dogs, real people — instead of something overly polished and produced.” He cautioned against letting technology overshadow the story itself, and emphasized the importance of maintaining high creative standards.
BARK is already considering extending the concept to other holidays, with Valentine’s Day being the next potential focus. “Puppy love feels like it would sell,” Holm acknowledged.
Frequently Asked Questions
What role did humans play in directing the ad?
While Mia was central to the creative process, Holm clarified that the ad did involve human collaborators and editors.
What was left on the cutting room floor?
According to Holm, footage of the dogs sniffing each other was not included in the final cut.
Is BARK planning more ads directed by animals?
BARK is currently considering concepts for future holiday-themed ads, including one for Valentine’s Day.
Do you think a more authentic, less-polished approach to advertising is more effective in connecting with audiences?
