Cinema and TV spot for 8in1 Who's teaching whom here?
8in1 wanted to stand out and build brand awareness. We flipped the perspective and let the dog tell the story of how well he'd trained his human.
8in1 wanted to stand out. So we flipped the perspective.
8in1 is a brand for dog food and dog accessories. The brand needed a spot that creates emotion and builds awareness. Advertising in this category almost always shows the happy owner. We flipped the perspective.
In our spot, the dog does the talking. He proudly reports how well he's trained his human: getting up at half past six, reliably throwing the toy back, sounding the alarm at the first sign of danger. Only at the end do you understand what it's all been leading to. The dog has taught the human to give him the best treats.
„With animals, you let the camera keep rolling before and after. The best moment in the spot wasn’t one we had planned.“
Two dogs, one shoot day, one coincidence.
No dog can stick to a shooting schedule. So the animal trainer came with two golden retrievers: one calm, one hyper. We used the calm one for the indoor scenes and the hyper one outside for anything that needed pace. So that no one would notice the switch in the edit, the trainer painted one dog's blaze onto the other with dog-friendly makeup.
We shot in one day in Neukölln and Kreuzberg: in the Hasenheide, on the streets and in an apartment. Thirty people were on set, with casting, makeup, costume, lighting technicians and a technical vehicle. In parallel, a photo shoot ran with Ramon van Bentum, that 8in1 delivered a whole image database along with it. A rain day was scheduled as backup. We didn't need it.
The best scene wasn't in any storyboard. The dog spotted something in the bushes and simply pulled the actress out of frame. The camera kept rolling, the take stayed in, and today it's one of the film's biggest laughs.
„We didn’t teach the dog anything. He taught the human.“
Seen in the cinema spot.
The dog wakes up his human at half past six. He brings the leash, walks her through Neukölln, romps around in the Hasenheide, and settles into his basket at night. In between, a voiceover explains how well he's trained her. At the end, he shows off his masterstroke: one trick, and he gets the best snacks in the world.
01 · The dog brings the leash
02 · Playing in the Hasenheide
03 · The lesson in the kitchen
04 · The masterpiece
If you want to skip the ad agency.
At 8in1, no agency stood between the brand and the production. 8in1 chose our concept, wrote the storyboard, and then shot the spot themselves. For the concept phase, we bring in Danny Wünsch to become one of Germany's most awarded advertisers.
For you as a brand, that means: one invoice instead of two, one point of contact instead of a chain, and your budget goes into the film instead of an agency markup. The end result is still a full TV commercial.
What ROCC Film handled for 8in1.
One pitch, one concept, one shoot day. From the first idea to the final cut, everything ran through us.
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