Using animals in marketing is a well-known tactic. The Taco Bell chihuahua became an overnight sensation. “Yo Quiero Taco Bell,” the tiny creature announced on commercial after commercial. It was quirky. Unexpected. Adorable.
And now we don’t bat an eye when animals talk to us about health insurance (AFLAC) and car insurance (GEICO).
But why do marketers use animals in advertisements, especially when their products and services have nothing to do with four-legged friends?
Simply put, it works. And it’s been working for many years. Back in 1938, Borden used Elsie the Cow to sell their products. Geoffrey the Giraffe debuted in 1960 as the Toys R Us spokesperson. Mr. Owl started selling Tootsie Pops in 1970, and the Budweiser Frogs began crooning about beer in 1990.
Could animals help you with your marketing efforts? Consider that question as we look at a few concepts.
The Power of Cuteness
Have you spent any time on TikTok lately? If so, you’ve seen videos of dogs sledding, cats babysitting, and puppies vying for attention. Some of these videos earn millions of views overnight. What if your brand could capture that attention? Why do humans love animals so much?
This ad from Rutan cat food makes a statement with a charming non-cat animal. Our cat food is so good, it seems to say, that other species will go to desperate lengths to get some. Thumbing through a magazine, you’re bound to stop and spend a few seconds longer on this image before you turn the page.
*Credit to image source: https://www.adsoftheworld.com/media/print/wannabe_cats_owl
But you don’t have to be selling animal-related products to use animals. Check out this ad by Fiat.
Fiat’s marketers manage to get, not one, but two cuddly mammals into one eye-catching design. By using animals where people don’t expect to see them, you can engage consumers in new ways and help them to see your brand in a new light.
*image credit: https://tineye.com/search/b80f228d3ca8758b08ca5ec96473c509588b6287/
British Airways adopted this strategy to get passengers to pay attention to their in-flight instructions.
You’ve seen flight attendants and captains a million times, but throw a dog in there, and suddenly, they have your attention.
The Science Behind Cuteness
Humans have a built-in bias toward cuteness. We’re wired to protect babies, which ensures the survival of our species. Therefore, when we see creatures that resemble human babies, we have an emotional reaction to them. Austrian Nobel Prize winner Konrad Lorenz developed a list of characteristics that humans deem “cute”:
- Disproportionately large heads
- Chubby cheeks
- Small noses
- Large eyes
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Remind you of anyone?
Working with Animals
Perhaps you’re thinking of including animals in your marketing. What’s it like working with an animal during a photoshoot?
We’ve put together some tips for keeping everyone calm and productive.
- Stay relaxed. Animals are like emotional sponges. They soak up the ambiance and reflect the general atmosphere. If you want a calm dog for your shoot, make sure everything is as relaxed as possible. Check your logistics ahead of time, and be sure to run on time.
- Plan for perfect lighting. Human models wear makeup, so it’s relatively easy to adjust for poor lighting. Animals, on the other hand, always go au natural. Therefore, plan the timing of your shoot carefully. You may want to test the lighting at different times of day before scheduling the shoot.
- Pay your model appropriately. Human talent appreciates money, but animal talent requires a different form of payment. Some animals like affection. Others like treats. Find out what your animal will respond to, and then keep plenty of “payment” on hand.
- Keep the set quiet. There’s no better way to confuse a dog or cat than to bombard it with noise. Use as many non-verbal cues as possible to get the animal’s attention, and keep your crew quiet. Also, avoid saying the animal’s name repeatedly so he doesn’t start to tune it out.
- Move slowly. This tip is especially important if you’re working with cats. Try to avoid sharp moves. They will likely change their facial expressions, and they’re liable to split the scene altogether.
With some great animal images and videos, you can launch a fresh, new campaign. Harness the power of cuteness by including animals in your marketing.
To reserve a luxury trailer for your next shoot, get in touch with us at On Time Elite. We’re here to help you with the details. Call us today.