How the Farmer's Dog could take the lead thanks to its Emmy-nominated commercial
For the staff at the Farmer's Dog, the objective of their debut Super Bowl ad was simple to make people cry. "There was a line in the script that said in essence, if we can't cause the viewers to cry, then we're not a success," said filmmaker Goh Iromoto, who created The Farmer's Dog now-iconic (and Emmy-nominated!) advertising "Forever" to come to. "I'll forever be able to remember that phrase. It was a major motivational factor, both creatively and for me personally."
We were interested in learning more about the Staff-Picked commercial- which was the most rated commercial of the 2023 Super Bowl and has earned the Emmy nod (!) So we talked to Goh along with the team of creatives of The Farmer's dog to find out the details of their amazing collaboration as well as their detailed and precise brief and of course, the dogs who provided the idea for the spot. Discover more information regarding the main lessons learnt from this particular episode. Or, you can watch the entire conversation below.
| Name of project | "Forever" A.K.A. The Farmer's Dog |
| Participants |
Teressa Iezzi, Director of Content and Creative
Sophie Forman, Director of Brand Design |
| The Objectives of the Campaign |
Teressa and Sophie wanted to create advertisements that would reflect the firm's call to action "Long live dogs."
The business has focused its advertising to the smallest details about its offerings. However, Teressa and Sophie decided that the Q1 advertising campaign must be more specific in the way it can fulfill its mission that is helping dogs have happier, longer and healthier lives with a distinct approach. |
| Goals |
Create the Farmer's Dog's objective and rallying cries with an imaginative, efficient technique.
Create an emotional narrative that goes beyond the requirements of the product. |
| Timeline |
The entire campaign took about four months from beginning to be completed. The design of the campaign resembling to this:
October November | Goh is sharing his field together with the team. December | Shoot January | Post-production February |
| Resources | The Farmer's Dog team worked incredibly together with Goh on creating this final piece of work. Goh was the one who came up with the idea and also the director for the whole project. Teressa and Sophie had a major role in the development of the concept. They worked together through the whole process, from the beginning until the final. |
| Most important lessons |
Make sure you have money to put into your short
The story is the primary factor to consider rather than the goods. * Great work deserves great promotion |
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