• by Nina Lentini  @Nina_Lentini, May 4, 2007

Soon, every dog in America will be named "Mr. Barky Von Schnauzer."

The clever campaign from Leo Burnett for PetSmart has not only generated scores of discussions in blogs and hundreds of entries on the Web, it has spawned a parody on YouTube.

The campaign is part of an overall strategy aimed at leveraging the pet/pet parent relationship in 15-second TV spots to drive awareness of PetSmart's bi-monthly national promotions. Each ad in the campaign uses a relevant pet parenthood insight to introduce the respective promotional offer.

The Barky ad, celebrating the company's 20th birthday, is rooted in the insight that pet parents address their animals in an endearing, parental voice when they're alone, says the ad agency.

"To build on that--and to link the insight back to the promotional event--many pet parents also extend the pet's 'given' name into a silly nickname. Whether it's Big Tony, Miss Kitty-Kitty or ... Barky Von Schnauzer, some nicknames are so funny or outrageous that even our pets may be embarrassed to answer to them," says a spokesperson.

Playing off that insight, the ad reveals that PetSmart's celebration has some of their pet's favorite "names" on sale.

In the ad, a man in a white shirt and tie arrives at home. Closing the front door behind him--and oddly, sans briefcase or other work-related accessory--he steps into the foyer and calls out, inquisitively: "Mr. Barky Von Schnauzer." Getting no response, he calls out again, a little more insistently, "Mr. Barky Von Schnauzer."

"Give 'em a name they actually like," says the voiceover, adding that many of the brand-name foods dogs like are on sale for 20% off during PetSmart's birthday celebration.

The ad is appearing on network, cable and syndication, including such shows as "American Idol," "Ugly Betty," "Dancing with the Stars," "Animal Planet," Bravo, E!, A&E, TLC and syndicated shows such as "Oprah," "Will & Grace" and "Friends." PetSmart would not reveal ad spend. The company spent $46.2 million in 2006, according to Nielson Monitor: Plus.

Teens and young adults appear to be taken with the name. It shows up on many MySpace sites. Bloggers, too, are talking about it, with many declaring they have named their dogs Mr. Barky Von Schnauzer or variations thereof: Howly Von Basset, Señor Fidget De La Chihuahua, Sir Barksalot McDoggieton.

Cats have not missed out on all the fun. Apparently, there is one out there not answering to Miss Meowy von Furball.