Creating loveable brand characters to boost trust and likability for More Than pet insurance. Meet Sausage & Bobby.
Role: Ideation, scripting, copywriting, assisting with direction pre-production and on-set for social ads, presenting to client
We created this duo to be a reflection of real dog ownership - united by an unconditional love, but with moments of chaos. They became a means of holding a mirror up to viewers who have dogs, seeing parts of themselves in Bobby, and parts of their dog in Sausage. This lead to a TVC debut, with just one word…
Following on from our TVC, with audiences now knowing that Sausage is, in fact, Bobby’s Irish Terrier, we wanted to create a bigger picture of their bond on social. We identified undeniably relatable moments that all dog-owners can picture themselves and their pup experiencing, and put Bobby and Sausage into the scenarios, creating a deeper connection between audiences and our brand champions. These social ads proved the power of great brand characters, performing better than any of More Than’s previous social campaigns.
Our social spots resonated so well with audiences, that our clients at More Than requested a second TVC - this time fusing the original TVC footage with our social scenarios. The new spot referenced the highs and lows of dog ownership.
Creative Accomplices: Bobby Ford - ECD, Drew Wolf - CD
Agency: Havas Play UK