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

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