Laughlin Constable (LC), the independent, full-service creative agency, today announced client the ASPCA, a national leader in animal welfare, will make its national brand TV debut at this year’s famous dog-friendly competition on Sunday, Feb. 12.
The :30 spot focuses on a new creative concept, “Through Their Eyes,” demonstrating what the ASPCA does day in and day out to improve animals’ lives, all from the perspective of those very animals. The campaign was created and produced by LC, the ASPCA’s digital agency of record for the past four years.
“The ASPCA is thrilled to be showcasing this new awareness ad through this national brand TV debut,” said Luke Franklin, VP, Membership at The American Society for the Prevention of Cruelty to Animals. “We look forward to putting this powerful creative concept, from the perspective of rescued, rehabilitated and rehomed animals, in front of a national audience already passionate about animals and our mission. Our partners at Laughlin Constable succeeded at telling this story of hope and empowerment.”
The goal of the campaign is to raise awareness of the ASPCA and educate on its national impact through programs including relocation, vulnerable animal adoption, rehabilitation, equine rescue and rehoming, and more. The national spot, which had only previously aired in select test markets, will run on linear and CTV on the networks hosting the event.
“Our partnership with the ASPCA for the past four years has been one built on trust, creativity and passion for their mission. We knew this fido-focused event would be the perfect opportunity to unveil this new approach for the ASPCA and the creative concept nationally,” said Pat Laughlin, Co-CCO at Laughlin Constable.
The ads drive traffic to the ASPCA’s website where interested parties will see other versions of the “Through Their Eyes” campaign, as well as learn more about the programs featured in the ad spots.
According to Laughlin, the average cost of a spot in the 2023 canine competition is less than 1% of a typical ad in the other big game being played Feb. 12, but with any strategic media placement like this one, targeting one’s exact audience is key.
Client – The ASPCA
Vice President, Membership – Luke Franklin
Senior Director, Acquisition – Rachael Kaplan-Keery
Senior Director, Membership Acquisition – Emily Schneider
Agency credits
Agency – Laughlin Constable
Chief Creative Officer – Pat Laughlin
Group Creative Director – Chris Ebel
Associate Creative Director – Randall Kenworthy
Senior Art Director – Gable Mansfield
Account
VP, Account Service – Chelsey Wahlstrom
Director of Integrated Production – Julia Matthews
Strategy
EVP, Strategy – Katy Gajewicz
VP, Strategy – Tom Curtes
Data and Analytics
VP, Data & Analytics – Anthony Virgilio
Associate Director, Analytics – Pat Casey
Media
EVP, Media – Vanessa Watts
VP, Media – Emily Harley
Media Planner – Katie Broedlow
Broadcast Supervisor – Allison Rosenthal
Editing/Post Production/Special Effects
Editorial Company – LC HIVE
VP, Head of Production – Carrie Nygren
Senior Editor – Connor Weitz
Senior Editor – Frank Sigwarth
Production/Film
Production Company – Love, Homestead
Director – Charlie Mysak
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