That's what DKB & Partners, Morristown, N.J., did. The result is Clarence the Clean Air New Jersey Dog, the new spokescharacter for the state's new emissions inspection program.
In a campaign that breaks this week, Clarence announces New Jersey's new program to clean up air pollution. The state is one of more than 25 that have shifted emissions inspections into private hands. Private garages and auto centers will be able to provide emissions testing along with state-run centers.
Parson Infrastructure & Technology Group won New Jersey's emissions inspection contract. Parson hired DKB to create the awareness campaign.
The company will spend about $15 million to tout the clean air program.
WHERE THE POLLUTION IS WORST
"We chose a spokesdog in part because he's right there at the level where pollution is worst," said Leticia Martin, senior VP-chief creative officer.
Two TV spots are slated for a seven- to eight-week run in New Jersey and surrounding states. Radio, print, direct marketing and Internet ads also will run.
The first TV spot introduces Clarence, who, as he walks through a neighborhood, talks to consumers about the need for clean air and how New Jersey is doing it. The second spot, which begins running in rotation about three weeks later, shows Clarence driving into an emissions testing center and going through the process.
"This is so easy a cat could do it," he says as a car driven by a cat pulls in