Centinela Feed and Pet Supply : One Out of Four Dogs is Overweight

Ads for a Southern California pet supplies chain take those familiar pieces of collector's plate-style hunting dog art and put some real heft on them. In a society in which an estimated 64 percent of the people are overweight, it probably comes as no surprise that one out of every four dogs in America is a tub on a leash. "But many dog owners are blind to the fact that their dogs have weight issues," notes Saatchi & Saatchi/L.A. writer Rick Utzinger. "We communicated this in print and in-store posters by rethinking the classic dog painting," via the retouchers at L.A.'s XYZ Graphics. "Seeing the familiar in-shape hunting dog as overweight makes an instant connection with owners, who will hopefully think to buy the healthiest possible food for their dog." And serve it in tiny portions, of course.