See Amazon's heartwarming Super Bowl ad about an adorable, naughty dog

Wayne McClammy of Hungry Man directed the in-house spot

Published On
Feb 13, 2023

Editor's Pick

In a Super Bowl ad lineup filled with celebrities, dumb jokes and ill-advised live field-goal attempts, it turns out all you really need to charm literally everybody watching is a dog. And not even a well-behaved dog! Amazon’s “Saving Sawyer” is a lovely bit of storytelling. We have a family here that clearly loves their pooch, but they’re also just distracted by life, as we all are—homework, cooking, screens, the hustle and bustle of getting through the day. They pay attention to Sawyer, but it’s not enough. He wants more. So he begins to act out—chewing up everything in the house—to the lilting sounds of the Nancy Adams track “Love.”

The family’s solution? It’s a great misdirect at the end, as we think they’re buying Sawyer a crate to contain him—but the crate’s actually for a new playmate, another dog they’re adopting. Simple, emotional, warm, with a twist ending—there are a lot of echoes of John Lewis advertising here, in the best way. (See: “Buster the Boxer” meets “Monty’s Christmas.”) Let this be a lesson to Super Bowl advertisers everywhere. You don’t need celebrities when you actually have an idea.

The ad was created in-house and was directed by Wayne McClammy of Hungry Man. 


Feb 13, 2023
Client :
VP Global Brand and Fixed Marketing :
Claudine Cheever
Worldwide ECD :
Jo Shoesmith
Director Brand Marketing :
Walter Frye
Worldwide Head of Production :
David Connell
Tom Pettus
Creative Director :
David Lord
Creative Director :
Joe Godard
Senior Campaign Manager :
Candace McCullum
Senior Campaign Manager :
Lee Raji
Senior Creative Program Manager :
Erika Rivera
Executive Creative Producer :
Leila Gage
Creative Producer :
Keisha Harris
Production Company :
Director :
Wayne McClammy
MD/Partner :
Mino Jarjoura
Head of Sales/Executive Producer :
Dan Duffy
Executive Producer/Producer :
Rick Jarjoura
Production Supervisor :
Emily Saeger
DP :
Dion Beebe
PD :
Robb Buono
Editorial :
The Den
Editor :
Matthew Hilber
JR Editor :
Nic Watkins
Assistant Editor :
Nolan Ford
Executive Producer :
Jennifer Mersis
Head of Production :
Kristina Thoegersen
Senior Producer :
Cristina Matracia
Editor :
Christjan Jordan
Visual Effects :
The Mill
Creative Director :
Alexander Candlish
Senior Executive Producer/Managing Director :
Anastasia Von Rahl
Senior Producer :
Heather Johann
2D Lead Artist :
Alexander Candlish
2D Artist :
Jake Albers
2D Artist :
Kai Chun Tsai
2D Artist :
Chris Payne
Designer/Animator :
Yuri Byun
Color :
The Mill
Colorist :
Paul Yacono
Executive Producer :
Krista Friedman
Senior Color Producer :
Denise Brown
Color Assist :
Jacob Suffern
Color Assist :
Frederick Agyemang
Color Assist :
Alexandra Makarenko
Sr. Content Acquisition Manager :
Melissa Somosky
Song by :
Nancy Adams
Sound Mixing :
Beacon Street Studios
Senior Sound Designer/Mixer :
Rommel Molina
Assistant Mixer :
Kerri Shak
Mix/SD EP :
Kate Vadnais
Business Affairs :
Founder/CEO :
Michelle McKinney
Director :
Alice Isner

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