Cannes Lions

Dick the Dog

OGILVY & MATHER HONG KONG, Hong Kong / MTV / 2017

Case Film
Film

Overview

Entries

Credits

Overview

Description

To position MTV as an understanding ally, we created a film spreading a positive message: that you can have more sex and more fun, when you wear a condom. We brought this to life through a disarmingly simple tale of a dog called Dick, with a special suit that allows him to explore as many holes as he likes.

This colloquial film rolled out across MTV’s channels and social media globally, promoting having sex, but doing it safely, in a way teens could relate to and engage with.

Wear a condom. Dick.

Execution

Working with French animation legends Mrzyk & Moriceau we created a unique character to headline the cause. Each scene in the film was carefully conceptualised and animated to be edgy and full of innuendo, but also relevant to the market and their proclivities.

This was then paired with Woody Guthrie’s iconic track, ‘Car Song’, which lent a further air of fun and irreverence to the commercial.

Outcome

MTV has been promoting safe sex to teens for two decades, but now they needed to connect with a demographic that didn’t grasp the dangers of not wearing a condom, particularly in markets where sex is a taboo subject. By creating the fun yet relevant animated story, we were able to air in more than 36 markets, including MTV’s regional channels in South East Asia and Africa, where traditionally sex messages are banned. This allowed us to transcend cultral sensitivity and resonate with the markets.

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