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According to Yale, peanut butter is the second most recognisable smell in the world. According to your dog, peanut butter is their favourite human food!
As every dog parent knows, there is nothing better than sharing your favourite things with your dog. For the first time ever, Milk-Bone, the dog treat that gives dogs unbridled joy, collaborates with the “human treat” brand known for being “That Jif’ing good.” Milk-Bone’s Soft & Chewy Peanut Buttery Bites are bringing two iconic brands together as the only dog treats made with real Jif, offering Jif’s irresistible taste and smell in a conveniently packaged bite.
PSOne, the Publicis Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is debuting More Dog, A Collab That Makes Sense, a 360° campaign that is a treat for all five senses. Milk-Bone’s “More Dog” campaign takes on pop culture trends and tropes to remind us that our bond with our dogs makes everything better, and in this new chapter, Milk-Bone is taking on product collaborations.
Credits
powered by
- Agency BBH/New York
- Production Company MJZ/USA
- Director Tom Kuntz
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Credits
powered by
- Agency BBH/New York
- Production Company MJZ/USA
- Director Tom Kuntz
- Editorial Company EXILE Edit
- VFX Company Method Studios/New York
- Audio, Sound Design & Mix Company Harbor Picture Company
- Music House Human Music & Sound Design/USA
- Chief Creative Officer Erica Roberts
- Group Creative Director Peter Defries
- Group Creative Director Alan Wilson
- Creative Director Kelly Mahon
- Creative Director Kelly Saucier
- Group Creative Director Michael Greenberg
- Group Creative Director Alexandra Askot
- Senior Art Director Alessandra Divizia
- Executive Producer Lauren Schneidmuller
- Executive Producer Shelley Giera
- Senior Executive Producer Eriks Krumins
- Line Producer Emily Skinner
- DP Rodrigo Prieto | (DP)
- Editor Kirk Baxter
- Assistant Editor Shane Van
- Executive Producer Sasha Hirschfeld
- Edit Producer Sophia Mosner-Koor
- CG Supervisor Ivan Guerrero
- CG Supervisor Alex Cheparev
- Creative Director Rob Walker / (Creative Director)
- Executive Producer Blake Rice
- VFX Producer Jen Doyle
- Executive Producer James Dean Wells
Credits
powered by
- Agency BBH/New York
- Production Company MJZ/USA
- Director Tom Kuntz
- Editorial Company EXILE Edit
- VFX Company Method Studios/New York
- Audio, Sound Design & Mix Company Harbor Picture Company
- Music House Human Music & Sound Design/USA
- Chief Creative Officer Erica Roberts
- Group Creative Director Peter Defries
- Group Creative Director Alan Wilson
- Creative Director Kelly Mahon
- Creative Director Kelly Saucier
- Group Creative Director Michael Greenberg
- Group Creative Director Alexandra Askot
- Senior Art Director Alessandra Divizia
- Executive Producer Lauren Schneidmuller
- Executive Producer Shelley Giera
- Senior Executive Producer Eriks Krumins
- Line Producer Emily Skinner
- DP Rodrigo Prieto | (DP)
- Editor Kirk Baxter
- Assistant Editor Shane Van
- Executive Producer Sasha Hirschfeld
- Edit Producer Sophia Mosner-Koor
- CG Supervisor Ivan Guerrero
- CG Supervisor Alex Cheparev
- Creative Director Rob Walker / (Creative Director)
- Executive Producer Blake Rice
- VFX Producer Jen Doyle
- Executive Producer James Dean Wells
The latest iteration of “More Dog” transports both two-legged and four-legged fans into an absurd peanut butter paradise. Directed by Emmy and Directors Guild of America award winner, Tom Kuntz, the short film immerses audiences in a fantastical world where humans can smell like peanut butter dog treats, thanks to the new Milk-Bone X Jif scented fragrance. As the fragrance model realizes how preposterous the perfume is, she smashes it against a wall. She then replaces her model merchandise with the real Peanut Buttery Bites, transforming her stereotypical fragrant world into a peanut butter heaven for both dogs and humans
In addition to the short film, the campaign includes 30-second and 15-second spots for TV, online video, display, search, and in-store for Walmart customers, with influencer partnerships, social, and a national TV buy expansion in February 2025 once the product is available in all major retailers nationwide. More Dog, A Collab That Makes Sense is the fifth instalment of the ‘More Dog” campaign which showcases the Walmart exclusive treat as the newest way Milk-Bone brings dogs and humans closer together.
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“We have a long history working with these two iconic brands, so when they told us they were releasing a product together it sounded like the most epic collab imaginable to us,” said Peter Defries, Senior Vice President, Group Creative Director, BBH USA. “Both brands’ advertising plays heavily into absurdity, so it felt like a natural progression to draw attention to the absurd nature of collab culture and be completely, unapologetically self-aware about it.”
“Nothing is more real than the unbridled joy that Milk-Bone® unleashes between humans and dogs,” said Gail Hollander, CMO, The J.M. Smucker Co. “Milk-Bone® Soft & Chewy Peanut Buttery Bites give your furry best friend a convenient, delicious way to enjoy his human’s favourite Jif® Peanut Butter. Our partners at PSOne have captured the irresistible essence of this crave-able collaboration with the More Dog, A Collab That Makes Sense creative campaign.”
