Like never before, dogs are appearing in television ads, and not just for dog food or treats. Dogs promote products such as cold and other remedies, beer, a number of cars (even luxury ones), insurance, and others I haven’t noticed yet.
So what does this mean? More people have dogs these days than ever before. They have become a huge industry. Large and small dogs, puppies and seniors, and designer and rescue dogs provide emotional benefits, such as a sense of comfort, familiarity, and loyalty. So they are used to tell a story in ads.
Dogs are neutral in these spots. They aren’t particularly slobbery or muddy, and for the most part they are well groomed. I’ve seen one or two car ads where dogs shake off water, but this doesn’t appear to bother anyone. It’s sometimes part of the appeal. Maybe these are cars that repel water? Sometimes you don’t even know what the product is because dogs get more air time, at least in the beginning of the story.