Forever
The Farmer's Dog2023
Forever is a 2023 60-second television commercial for The Farmer's Dog, created by The Farmer's Dog (in-house), New York.
The line
Nothing matters more than more years together.
Why it works
A chocolate Lab puppy called Bear and a girl called Ava grow up together in sixty seconds, through childhood and college to Ava having a child of her own. Every dog owner braces for the ending they dread; the film withholds it, and Bear, played by five dogs, is still there, an argument for the fresh food that is the brand's whole business. The spot was made in-house by the young direct-to-consumer brand, directed by Goh Iromoto and set to Lee Fields' soul song "Forever". The company says it never set out to make a Super Bowl ad and decided to buy airtime only after seeing the finished film. It ran during Super Bowl LVII on February 12, 2023, as the company's Super Bowl debut. It is studied as proof that an unknown challenger can outscore celebrity-stuffed spots with craft and one honest feeling: Ad Meter panelists ranked it No. 1 of 51 ads, and it earned a Primetime Emmy nomination for Outstanding Commercial.
Techniques
- Storytelling A puppy and a girl grow up together in one minute, from her childhood to her having a child of her own.
- Pathos It plays on every owner's dread of losing a dog, then withholds that ending so the feeling becomes hope for more years together.
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