Print ad: MARS PETFOOD / FROLIC: Limo

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CLM BBDO Boulogne Billancourt is launching a new campaign for Frolic.
Historically, Frolic has built its advertising saga around the creative avenue of irresistibility: dogs can’t resist the temptation of eating Frolic croquettes!For the new campaign, CLM’s aim was to win market share by making the target younger. The agency thought up an offbeat approach that breaks away from Petfood market codes.Designed by Lucie Valloton (AD) and Julien Perrard (CR), the campaign features ill-matched dog couples. The males are fat, ugly and fairly saggy; the females are pampered, proud and precious.
Why are they in a couple with those dogs? For their croquettes, of course...
The campaign starts in print on Direct Lille on March 26th and will follow on TV from April 12th on France Télévision channels. The 3 visuals were shot by Clive Stewart and the commercials directed by Jérôme Langlade and produced by Quad.