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Ah, the joys of canine basics: a dog, an uncomplicated graphic device and a logo. "The strategy is 'Nothing gets dogs more excited than Milk-Bone,' " explains FCB writer Matthew Bottkol. While that's a highly debatable notion-for starters, what about bacon?-we know where he's coming from. "To communicate this simply, we went with an iconic visual solution, appropriate for a category leader. And since all the long-copy ads tested horribly in dog focus groups, it seemed like the right way to go." That must be poodle humor. This "Tongue" execution is the work of noted celeb shooter Jake Chessum, apparently showing his range; the rest are stock.

Client: Kraft Agency: FCB/New York GCDs Sandy Greenberg, Terri Meyer CWs: Heidi Hackemer, Matthew Bottkol AD: Daniela Montanez Art Buyers: Lucy Raimengia, Nina Tolchinsky Photographer: Jake Chessum

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