Cats and dogs aren’t as tough as they think they are: new work for Bayer’s Advocate via JayGrey
June 2 2010, 3:55 pm | | 73 Comments
Advocate protects cats and dogs who aren’t as tough as they think they are. A new TV campaign via JayGrey, Sydney.
73 Comments
Lovely.
And it could only have been written by someone called Furby.
Just luv tough pussies especially when they wink at you.
Nice.
I like Furby’s work, simpleand fun, sometimes lazy and first thoughts though.
Yep. Classic furby. Love it.
Fur…by….funny…4.11.
Spot on.
For my money it’s simple, memorable and pet owners will love it.
And its a pharmaceutical brand doing something interesting. Wait did i just write that. ….?Hopefully other pharmo brands might follow this lead…i know how hard they are having sludged through the legals
Nice effects too by Fin. Again.
Is that the woman from Underbelly?
Do cats think they are tough?
I wouldn’t have thought so.
BTW, how did such a small client pay for the rights to the dialogue?
Very lateral. Very Jay. Very good.
i like JAYGREYS work. Its simple and fun for the most part. Not convoluted and technique over idea.Makes a change. and while australia doesnt have the budgets …unless its beer….they seem to stretch there’s well.
Good.
Why are there two end lines?
Fuck me…TWO ADS WITH GOOD ENDLINES…ACTUAL ENDLINES.
Am i dreaming. WELL BLOODY DONE WHOEVER YOU ARE. MAKES A CHANGE FROM ALL THE HOGWASH WE NORMALLY GET BOMBARDED WITH ON TV.
Gawd. Are we all just lauding it ‘cos it’s Jay? I know he’s as talented as they come – it’s charming enough, but not two weeks ago, the dancing cow got hammered on this blog, now we’re all extolling the virtues of tough-talking cats? Couldn’t view the dog one, hoping they didn’t use “Say hello to my little friend” out of a Fox Terrier’s snout.
This cat should have been warned never to work with animals…lol.
Well the poor pussy did and it worked.
What next….an ad with children for the furbs and team????
Awesome stuff.
Gotta love Furbs.
Nice to have him around.
Sticks an idea into even the shittest briefs.
Sorry, what’s the link between ‘advocate’ and movies?
Not great.
Money has met mouth. This is good work in a category not famous for good work.
Yip, not a fan of Jay but I like these. Credit where credit’s due.
Heh. Nice bit of fun.
Am I the only one who hears the woman mistakenly say ‘the guide dog for dogs’?
when it’s supposed to be ‘the guard dog for dogs’?
Mr Disco?
Furby does dances disco….. coincidence ? I don’t think so.
Lets order the Olives and drink to talking animals.
That’s a good question.
How the fuck did they score permission to use those lines, with the character voice knock-offs, for next-to-nothing? (looking at the production values, I’d say the total budget for this is pretty small).
Nice idea, but very curious.
I’m coming to sue your ass, defendant
Cats have nine lives course they think they are tough as do dogs I for one don’t follow your logic mr critical. ALso I don’t think it matters who did the ads if they are good. Nuff said.
Cats have nine lives course they think they are tough as do dogs I for one don’t follow your logic mr critical. ALso I don’t think it matters who did the ads if they are good. Nuff said.
Can somebody please invent a product that stops humans pissing in Jay Furby’s pocket. Talking cat’s? Not that original. Hello, I’m Mr Ed… Good end line though.
Litter!!!! Seriously. WTF! I really hate, and I know hate is a strong word, but I hate this ad, and I like ads, but not, not this one. Because it’s shit. Seriously!
Shoulda chucked in some Denzel Washington from Training Day.
‘To protect the flock you have to catch the wolf and it takes a wolf to catch a wolf’.
well done for getting a cool idea over the line in this category.
Yeah I love Furby’s writing too. Especially all the comments he’s written about his work.
Very creative bugger.
nice work
Nobody blogs themselves like Furby. These are SHIT get off the blog Furby.
How very GREY.
Sorry. Far from great.
I think it’s called lawyers dude! Things get checked! That’s how it is done it’s why agencies have them.
It’s only an ad people. He wouldn’t give a damn. It’s just a good ad and no one is pissing inanyones pocket. It’s just a fun ad for once that is a solid idea and does a good job for the product benefit amongst pet owners. That’s what I reckon. In a tough market sector. Can’t say fairer than that.I like it anyway. Saw it on telly with my son and we laughed not knowing where it was from.
Mr Ed was pretty succesful. Bet it sells a shite load to pet owners. If it is so easy to do chemical/vet products -well then question is why are they always soooooo crapola? Please explain someone from a healthcare agency.
If I was the Creative Director of this blog most of you would be fired. GFD – Global Feral Diarrhea would be the parting statement as I hand you your check.
Most of you don’t even know or have had the pleasure of working with Jay. You are small minded toss pots who hide behind the Anonymous blanket.
It’s not rocket science. It’s just an ad. Maybe you should concentrate on making good ones instead of bitching on social media. It’s embarrassing for all great Australian creatives that the underworld of adland is so fowl mouthed about anyone who inspires and strive to good work. Quiet frankly it’s boring.
JayGrey is consistent. They work hard and have in a short period of time created a solid portfolio of work that will put your book to shame. So if you’re going to say something… try say something nice.
Nice work Jay. Keep ’em coming
ECD of AA
EVERYONES SO JEALOUS OF JAY JUST LAY OFF HIM AND give him props where they due. He’s prob the best we have up there with the underbelly writers.
The anger in a couple of these comments is quite repulsive and unjustified.Shit is a bit of a weird and misinformed comment and illustrates the level of maturity of that so called commentator. Seriously get a life. I’d love to know if it’s the same angry person or persons venting their poison on every page on this blog.Jesus. No one escapes. I remember when everyone slagged vb and that got nominations in London. These won’t but slightly different budget. I like em and think they work. But then the people who really know probably know that they work and the people who don’t matter…well who cares what they think. Onya furbs.
Heathcare advertising is far more advanced than “Have a beer” advertising. All the usual restrictions but then the 9 months of research kicks in. Healthcare advertising is generally more intelligent and informative when they are done well. If you stick your nose up to healthcare ads you are a snob who will be soon out of work with nowhere to go. Mainstream is dying a quick painful death. Ambient is random and digital is like 3D tv.. a fad. Enjoy your petty bitching at the friday lunch because there aren’t many left for you my friends. Blogging isn’t fun when the bills are coming in and the ads are a distant memory in your mind.
Bet half of you have never even read (or heard of) The craft of copywriting.
Google it fools!
BLAH BLAHBLAH…ITS BETTER THAN MOST ADS ON AUSSIE TV.
END OF STORY.
CONGRATS FOR THAT.
I enjoy Jay’s company. Very nice chap. I enjoy his ads. I feel, and no offence meant, this isn’t his finest. But very likeable all the same and probably memorable in the targets mind (although he would have shot me if I said that to him a few years ago).
Nice effort, hope things are going well on the darkside of the bridge. Someone should write an albumn aboot that aye now.
This is such a fucking travesty.
These ads could not be any worse. Lame borrowed interest and lazy thinking. Then we see congratulatory messages to Furby, either written by Furby himself or suck-ups with no balls. Then we see protective “reactions” to the criticism, like “it’s just an ad” or “good for the category.
Sad, just sad.
Furbz stop spamming the comments section with your positive feedback!
Jay Grey’s writing team have been busy on this blog today.
Furby is probably putting in some negative comments as well, so he can anonymously ‘respond’ to them…
Not great, not even that good.
What a steaming pile. Talking animals and babies – they’re the Australian ad industry’s petrol sniffing problem. Stop it. Just stop it. It’s fucking bad for you…
How is a pet product using a cat with the endline ‘The guard dog for cats’ about protection for cats borrowed interest? Am I missing something. Seems pretty obviously relevant to me. Find something better to criticize like the third whiska.good stuff jay. JP
This blog makes me embarrassed to be a part of the industry.
I once saw Jay Furby help an old lady across the street. Admittedly, he was trying to get the old bird to go home with him but still, what a lovely chap he is. He should definitely be prime minister of the world.
Anthropomorphisation. Never was and never will be cool in an ad. It’s barely tolerable anywhere else either.
Please feel free to be impressed by my vocabulary…
well done david white.
Ha!
…………tweeledee to his tweeldedum?
The industries biggest ego is back, blogging his own work again.
No surprise.
I reckon Jay’s written at least 80% of the comments up here. He has such a unique writing style.
Fuck me, 5.22 here. Just got the Dog clip to work and lo and behold, “Say hello to my ‘lil fren” did rear it’s fulminating hide. Even picked the breed of dog. Cripes.
Dear ECD of AA, if you are speaking English, that would be a ‘cheque’ and ‘foul mouthed’. “Fowl mouthed” would mean they had a beak.
Really like the idea, don’t like the execution. Why the one cat? You should have used a variety of different looking cats, even cats that reflected the personality of the characters. Not pushed far enough. FAIL.
June 3, 2010 12:01 AM
“Bet half of you have never even read (or heard of) The craft of copywriting.”
The craft of copywriting does not consist of relaying cliché lines from films.
SHIT!!!!!!!!!!
10:45 I struggle to see what there is to be jealous of.
I like
What about the gay Maccas ad from France? I’m……………… lovin’ it.
9.15 pm .
Not a very gentlemanly person obviously.
Your nastiness will reflect on you and your obviously twisted bowels. You must be rather ill to have such anger about an ad.
Weirdo.
I LIKE THEM.
sj
12.16
But part of the craft of copywriting is a good end line and i think this one is good.
Stick that up your bum and smoke it.
9.15 was definitely written by Furby
Talking animals.
No.
Poop.
BAMMERCISE!!!!!!!!
These are a lot of fun, however (and I’m not taking the piss here) but IF you were vision impaired and couldn’t read the end super, as 6:17 has pointed out, you’d SWEAR she says ‘the GUIDE dog for cats’, rather than ‘the GUARD dog for cats’. Understandably, you’d find this odd and confusing because you’d be wondering why precious guide dogs are now being allocated to tough-talking blind cats. It just seems… ironic.
Will they run on the TV or just the blog?
They won’t work, pet owners like better observation than that.
Well said 9:10.
When did advertising become a science?
What the fuck has happened to our industry!?
You’ll have to excuse me. I’ve spent the last few years down the pub trying to crack the ultimate agency house ad to run in the classified section of Campaign Brief to revive my ailing career so I can get my Porsche 911 and clip-on pony-tail back from the hock-shop.
Suddenly all these people have snuck into the place who think adding value is nitpicking and tripping an idea up at any turn, until it turns into a piece of communication the MI6 couldn’t decipher with the whole of Google’s computer power at disposal.
Relax guys, advertising is meant to be a bit of fun! So have fun with it!
Now where’s my Platinum Diner’s Card, I’m going to Cheers Bar…
Regarding the comments made by 9.10 and GoldStein, Hump Someone’s Dick,
If you guys had a brain to rub together, you’d have worked out a blind person’s senses are much more in tune than yours. So while you’re hearing “Guide”, they’re clearly going to hear “Guard”.
Think about it, twats!
Surely there’s a braille channel for the vision impaired.
But yes, the VO does sound like she’s saying ‘guide dog’.
@2:21
It’s starting to sound a lot more like ‘GOAD Dog’ actually, given how touchy you’re getting. But there’s no need to be defensive. It is what it is. And what it amounts to is a nice little ad let down by an overly flat vocal delivery. While she’s going for a ‘tough’ and ‘deadpan’ tone on the read, the word ‘GUARD’ comes out sounding really clipped – and therefore ambiguous. It’s not an insult, just a technical observation. End of story.