Walk ‘Em Like a Dog
Young Sh*ts Submission
Every day, dog owners are unknowingly choking their pets with their collars. There’s only one person on the internet with enough charisma to convince anyone to use a dog harness. You may not know him yet, but he’s truly unforgettable.
Why is Santana the most unexpected, yet best spokesperson for dog harnesses?
His most popular song says it all:
We will partner with online pet retailer Chewy.com to make a brand new version of Santana’s “Walk ‘Em Like a Dog” music video, this time using dog harnesses instead of collars.
Before
After
Along with the music video premiere, Santana will collaborate with the pet fashion brand Puppia to make a collection of dog harnesses, complete with some of his signature phrases.
“What’s big, Sweetie?”
“Careesha, Please!”
“Walk ‘em like a dog”
Finally, Chewy will partner with Tractive’s Dog Walk app to make Santana the default voice for navigation. This can only be unlocked by showing off your harness with the walk snapshots feature.
(Click to listen to examples of Santana’s walk navigation voiceover)
With the help of Chewy, Saucy Santana, Puppia, and Tractive’s Dog Walk app, this campaign can make dog harness culture go viral and get everyone to opt for a harness next time they walk ‘em like a dog.
Concept and Art Direction: Joelle Dunkley & Matt Karas
Copywriting: Matt Karas