Tux still keeps 'em full of life—and significantly enhances cat herding abilities

  • Advertising
  • June 6, 2014
  • Ben Fahy
Tux still keeps 'em full of life—and significantly enhances cat herding abilities

A Dog's Show lives on as a Kiwi classic, and it was recently referenced by Ford and JWT in a quirky Fieldays-related spot. And now Assignment Group and Adam Stevens of Robber's Dog have done the same, with a 60 second ad that shows a humble house dog being inspired by his rural canine forebears and fuelled by a bellyful of Tux to achieve the seemingly impossible: herding cats. 

Nestle's Purina account was previously with Ogilvy but Assignment won it without a pitch recently. There was no CGI involved in the ad. It was all live action done in camera but with lots of green screens and post work removing fishing line and trainers.

Original A Dog's Show commentator John Gordon was called in to do the voiceover at the start. And Mark Vette and Animals on Q—who were also behind Driving Dogs—did all the animal training and wrangling.

The classic Tux jingle has been given a new and more epic lease on life, with Liquid (and Assignment's Josh Lancaster and one of his mates) on musical duty. 

The ad industry tends to ignore the advice not to work with children and animals. In fact, as John St showed with its catvertising parody, it's a foolproof strategy. So, in honour of that, here are a few other animal-related ads from recent years that have caught our attention. 



Product: TUX

Title: Herding Cats

Senior Brand Manager: Melissa Harland

Head of Marketing: Jennifer Chappell

Agency: Assignment Group

Creative Director: Josh Lancaster & Jamie Hitchcock

Planning Director: Martin Yeoman

Business Director: Veronica Shale

Producer: Juliet Dreaver

Director: Adam Stevens

Production Company: Robber’s Dog

Managing Director: George Mackenzie

Executive Producer: Mark Foster

Producer: Caz Hearn

DOP: Mark Pugh

Editor: Tim Mauger

VFX: Blockhead

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Surveying the marcomms landscape: share your thoughts, shape some stories

  • Survey
  • May 21, 2018
  • StopPress Team
Surveying the marcomms landscape: share your thoughts, shape some stories

Here at StopPress and NZ Marketing, it's our job to find the most interesting things to cover, whether new campaigns, big shifts or thorny issues. But it's not a one-way street. We're always pestering our contacts to figure out what stories we should be writing and what the industry is talking about. But we want to go a bit wider. So, in a regular survey run by TRA, we're asking for your opinions on everything from the effectiveness of recent campaigns to the most under-rated marketing disciplines.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit