How the Farmer's Dog took the lead with an Emmy-nominated commercial
The cast of The Farmer's Dog, the purpose of their very first Super Bowl ad was simple to cause viewers to cry. "There was a sentence in the brief that was basically, if you don't get the viewers to cry, then you've failed," says filmmaker Goh Iromoto, the person who made The Farmer's Dog now-iconic (and Emmy-nominated!) advertising "Forever" to come to. "I'll never forget that line. It was a huge motivational factor, both creatively and artistically, for me."
We were interested in learning more about the Staff-Picked spot which was the top-rated advertisement of in the 2023 Super Bowl and has received the Emmy nomination (!) We spoke to Goh and the creative team of The Farmer's Dog to find more details about their remarkable teamwork, their extremely detailed explanation of the brief along with the dogs that inspired the campaign. Check out the show's key points, or watch the full conversation above.
| The name of project | "Forever" A.K.A. The Farmer's Dog |
| Stakeholders |
Teressa Iezzi Director of Content and Creative
Sophie Forman, Director of Brand Design |
| Goals for the campaign |
Teressa and Sophie wanted to create ads that would embody their corporate slogan, "Long Live Dogs."
The company has historically focused its marketing on the more in-depth features of its offerings. But Teressa and Sophie knew that the Q1 campaign needed to more clearly define the purpose of it -- helping dogs live longer and more healthy, happier lives- into focus in a unique manner. |
| Goals |
* Recreate the Farmer's Dog goal and rallying appeal in a strong and artistic approach
Create an emotional narrative that goes beyond the specifics of the product |
| Timeline Timeline |
The whole campaign took around four months from start to finish to execute The break-down of the production going like this:
Short stage November | Goh is sharing his pitch with his teammates December | Shoot January | Post-production February Live! |
| Resource | The Farmer's Dog team worked incredibly along with Goh to generate the final result. Goh played the role of creative director as well as director of the entire project. Teressa as well as Sophie played key roles in shaping the project. The trio worked closely throughout the project from the beginning until the end. |
| Key to takeaways |
* Put money into your short
The story is the focus rather than the products * Great work deserves great promotion |
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