Comedian W.C. Fields once famously remarked, “Never work with children or animals.” This warning echoes through the annals of advertising history, striking fear into the boldest creative directors and production managers alike. And this year, Red Crayon tackled animal talent. Here’s the low down.
Red Crayon was engaged by Rinnai Australia to reposition the 40-year-old brand in the minds of Australian consumers as the solution to ‘Total Home Comfort’ with its enhanced offering of heating, hot water and cooling.
What could be more comforting than coming home to a lovable black and white Border Collie? Enter ‘Rinn’ – an adolescent dog who, in a suite of tailored 30-second TV commercials, personably invites viewers into his family home to showcase how Rinnai products make his home perfectly comfy. Drawing from brand salience theories, Rinn enforces perceptions of trustworthiness, reliability and familiarity that are connected to the Rinnai brand and reflected in the company’s core values. Plus he puts a smile on your face!
The pooch parade began after concept sign-off, and we set to work finding a star dog that would capture consumer’s hearts. The auditioned dogs (and their skillful trainers) delighted Red Crayon staff with their tricks and obedience. But one dog stood apart from the pack showing uncanny expression and acting ability. Instant connection – we had found our Rinn.
On shoot days, Rinn brought his A-game and was a total pro – not one dummy spit or any instances of diva behaviour. With his amazing ability to connect with the camera, take direction from his trainer, and interact with the human talent, there’s no doubt that Rinn was a winner. Going that extra step, Rinn’s expressions become articulated as words through weeks of masterful animation and then the spot was finally complete.
Check out the TVC below – We’re not sure what W.C Fields went through but we had a blast working with this impressive canine. Bring on the kids!