Selfie-obsessed humans can now match with shelter dogs

Murdeorus beasts are not exactly on Ad Nut’s holiday card list. But Ad Nut has to admit, this campaign from Cheil Worldwide and King Ddangkong, a shelter dog character famous on YouTube in South Korea (who, for the record, looks suspiciously like a dog in disguise) demands Ad Nut’s attention… if only to express utter bafflement.

So, these humans, in their infinite wisdom, have decided to use AI to match themselves with shelter dogs? Preposterous. What's next, matching based on shared fondness for mauling squirrels into shreds? As if finding a miniature version of their own self-absorbed mugs in canine form will somehow improve their lives. (Though, admittedly, the idea of a 'calm senior dog' matching a "thoughtful expression" is… amusing.)

Now, Ad Nut isn't entirely heartless... despite what those mangy mutts might say. It understands the noble goal of finding homes for abandoned dogs. According to creative arm Cheil, there are more than 80,000 abandoned dogs in South Korea and the numbers peak in holiday season. That's a lot of potential squirrel-chasers roaming free. So for the sake of Ad Nut's right to fearlessly roam the streets, perhaps an adoption drive isn't a terrible thing. 

Ad Nut supposes that the campaign is an attempt to tap into human vanity. "Ooh, look, a dog that looks like ME!" is quite clever, in a manipulative sort of way. The ‘similarity score’ and personalised descriptions on the site are pure psychological trickery designed to tug at those human heartstrings. And the social media tie-in with donations for each share is a smart move. 

Cheil Worldwide says that within two weeks, around 20,000 people have already visited My Dog Twin. The campaign will run until March 31st and Ad Nut hopes that some of these canines will find loving homes. Leaving Ad Nut to bury acorns in peace. Far, far away from any 'dog twins'. 

CREDITS

Campaign Title: My Dog Twin
Client: JTBC
Marketing Director: Hyukjoo Lee
Marketing Senior Manager: Juyoung Ahn, Yeonhee Kim
Marketing Assistant Manager: Hyesoo Seo
Creative Agency: Cheil Worldwide
Creative Director: Hyekyung Jeong, Kangmin Kim
Art Director: Kangmin Kim
Copywriter: Hyekyung Jeong
Strategist: Hyekyung Jeong, Seunghyun Lee, Jihyun Lee
Account Executive: Annie Ok, Heejung Choi
Media Planner: Kwangdug Lee, Jihee Kim, Yoonhwan Ko, Yujin Jung
Production: Studio Stand
Producer: Hank Sungho You
Director: Chris Hyowon Choi
Cam Operator: Hak Mun
Photographer: Hanjun Kim
Photography Assistant: Jiyoun Choi
AI Tech Company: Kasvu Labs

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.