It might be time for a Mintervention
Minties is taking on dog breath again. And this time, it’s personal, in a new spot from Reform School.
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Minties is taking on dog breath again. And this time, it’s personal.
Back in November, Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBites – a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts.
So Minties and independent creative agency TiNY (the team behind the Dog Breath Is Over campaign) are following up on this story. And this time, it’s personal. It all starts at Minterventions.com. “Dog Breath Is Over was the big message,” said Jissan Cherian, PetIQ’s Chief Marketing Officer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.”
TiNY shot two new spots for the Minterventions phase of the campaign. The first, Cabbage, features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).” A voiceover then asks the question at the centre of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course.
Credits
View on- Agency TiNY/New York
- Production Company Reform School
- Director Evan Silver
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Credits
View on- Agency TiNY/New York
- Production Company Reform School
- Director Evan Silver
- Color Company 3/New York
- Sound SuperExploder
- Chief Creative Officer Mike Rovner
- Creative Director Jules Evenson
- Executive Producer Ryan Ennis
- Production Designer Jerry D'Alesio
- DP Caleb Heymann
- Editor Tina Mintus
- Assistant Editor John McMinn
- Post Production/Editing/VFX Northern Lights
- Executive Post Producer Jody Peters
- Post Producer/VFX Creative Director Michael McKenna
- Color Producer Nick Krasnic
- Colorist Jaime O'Bradovich
- Executive Audio Producer Meredith Nazzaro
- Audio Engineer Jody Nazzaro
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Credits
powered by- Agency TiNY/New York
- Production Company Reform School
- Director Evan Silver
- Color Company 3/New York
- Sound SuperExploder
- Chief Creative Officer Mike Rovner
- Creative Director Jules Evenson
- Executive Producer Ryan Ennis
- Production Designer Jerry D'Alesio
- DP Caleb Heymann
- Editor Tina Mintus
- Assistant Editor John McMinn
- Post Production/Editing/VFX Northern Lights
- Executive Post Producer Jody Peters
- Post Producer/VFX Creative Director Michael McKenna
- Color Producer Nick Krasnic
- Colorist Jaime O'Bradovich
- Executive Audio Producer Meredith Nazzaro
- Audio Engineer Jody Nazzaro
Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City.
“It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and Chief Creative Officer. “That’s the TiNY way, we help clients build worlds they can live in. Once you set up the rules of the world, you can have a lot of fun.”
Fun like inviting dog owners to submit their own stinky stories. Starting this month, pet parents can head to Minterventions.com to tell the internet exactly how bad it’s gotten, in exchange for a free Mintervention Fresh Breath Kit to help them stage a Mintervention of their own.
“We got a huge bump in awareness out of Dog Breath Is Over,” said Michael Stoopack, TiNY partner and President. “Now we get real stories of dog breath being conquered one pet at a time. It’s going to add so much context to the story.”
“We stand by our record,” said Tom Christmann, TiNY partner and CMO. “Dog Breath Is Over made headlines. Minterventions makes house calls.”
