Watching this year’s Super Bowl was a particularly special experience for Teressa Iezzi. As a former Creativity editor at Ad Age, she used to scrutinize the ads during the game, but now, the spot she co-wrote for The Farmer’s Dog was among the Big Game commercials.
“As somebody who once reviewed ads, I really felt the stress of having your work critiqued by that large audience,” said Iezzi, who is now creative director and director of content at The Farmer's Dog.
Fortunately for Iezzi, who conceptualized the spot alongside Sophie Forman, creative director and director of brand design at the company, not only were the reactions positive, but they exceeded all expectations. The story of a chocolate Labrador called Bear who grows up alongside his owner, from childhood through to becoming part of her new family, has struck a huge emotional chord. The spot topped the USA Today Ad Meter—which has long been one of the top postgame rankings—beating out the likes of Dunkin’s Ben Affleck and J-Lo ad. It also gained the top score in measurements by Samba pertaining to viewership for individual ads.
“We were blown away by the response,” said Iezzi. “The experience of the Super Bowl is hard to put into words, but the explosion of emotion on social media, the reaction, the people sharing the stories of their dogs—I don’t think we expected that.”