See Amazon's heartwarming Super Bowl ad about an adorable, naughty dog
Wayne McClammy of Hungry Man directed the in-house spot
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.
Credits
- Date
- Feb 13, 2023
- Client :
- Amazon
- VP Global Brand and Fixed Marketing :
- Claudine Cheever
- Worldwide ECD :
- Jo Shoesmith
- Director Brand Marketing :
- Walter Frye
- Worldwide Head of Production :
- David Connell
- GCD :
- 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 :
- Hungryman
- 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 :
- Hailstorm
- Founder/CEO :
- Michelle McKinney
- Director :
- Alice Isner
Need a credit fix? Contact the Creativity Editors
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