“The average copywriter gets only three commercials a year on air.”
David Ogilvy
Ogilvy on Advertising
I don’t know if the times have changed for copywriters since David Ogilvy wrote those above words in 1983, but I did want to give a few shout-out to the copywriter for the Volkswagon spot The Dog Strikes Back that aired during the Super Bowl. While there was a team of more than 20 people (listed below) behind the campaign lead by Deutsch chief creative officer Mark Hunter, the copywriter was Brian Freidrich, and the art director was Mark Peters. (Of course, they had a nice little assistance from James Brown— and Bolt the dog.)
Here’s the spot in case you haven’t seen it:
“The dog is a metaphor for all of us. There’s something very human and culturally relevant there.”
Michael Kadin
Creative Director
Deutsch, Los Angeles
The commercial was directed by Lance Acord, who also did last year’s VW Super Bowl ad The Force which featured the little boy as Darth Vader. Here’s a behind the scene video on the making of The Dog Stikes Back.
CREDITS:
Client: Volkswagen of America
Tim Mahoney: Chief Product and Marketing Officer
Brian Thomas: General Manager, Brand Marketing
Eric Wilson: Brand Marketing & Diversity Communications Manager
Spot: “The Dog Strikes Back”
Agency: Deutsch, Los Angeles
Mark Hunter Chief Creative Officer
Michael Kadin Group Creative Director
Matt Ian Group Creative Director
Brian Freidrich ACD Copywriter
Mark Peters ACD Art Director
Vic Palumbo Director of Integrated Production
Victoria Guenier Director of Broadcast Production
Jim Haight Senior Producer
Marina Korzon Associate Producer
Production Company: PARK PICTURES
Lance Acord: Director
Jackie Kelman Bisbee: Executive Producer
Mary Ann Marino: Executive Producer/Head of Production
Pat Frazier: Line Producer
Editorial: UNION EDITORIAL
James Haygood: Editor
Dylan Firshein: Assistant Editor
Michael Raimondi: Executive Producer
Joe Ross: Senior Producer
Post Facility/Telecine: CO3
Stefan Sonnenfeld: Colorist
Offline/Visual FX Company: A52
Megan Meloth: Producer
Patrick Murphy: VFX Supervisor
Music/Composers
Licensed Music: James Brown “Get Up Off of That Thing”
Scored/Original Music: Elias Arts
Sound Design: 740
Sound Design Audio Post Company: LIME STUDIOS
Mark Meyuhas: Mixer/Owner
Matt Miller: Assistant Mixer
Jessica Locke: Producer
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