• by Fern Siegel , 6 hours ago

New Yorkers will be seeing some long dogs on their daily commutes.

The direct-to-consumer pet health/wellness brand Spot & Tango is commandeering 570 New York City subway cars with a new campaign message: "Extend your dog’s life."

The subway activation, illustrations of long dogs stretched across overhead panels, introduces commuters to UnKibble. Taglines include: "More nutrition. More dog." and "The best dog food. Delivered."

The $400,000 subway campaign, created with DayJob, is part of the brand’s larger $3.5 million investment in television, streaming, field marketing and out-of-home ads this year.

“The core concept for the campaign is a universal one, and based on a line we wrote for Spot and Tango years ago: ’Your dog should live forever.’ But the idea of K9 longevity is hard to own as a brand. You need a unique way of getting that across. That’s where the concept for the reeeeeally looooong dog came in. It’s a visual metaphor and only works because of the uniquely challenging dimensions of the subway car panels,” Rion Harmon, Day Job co-founder, told Agency Daily.

Spot & Tango reported it grew 50% year-over-year, while enlarging its manufacturing operations. 

Founded in 2018, Spot & Tango offers personalized dog nutrition. Its signature product, Fresh Dry UnKibble, is made with human-grade ingredients. The company is also behind PupGum, the daily dental chews for dogs.

Day Job’s creative includes David, Recess, Fling By Jing and Brami.