When the Iams Dog Says Jump…

Here’s the first line of copy from this ad for Iams Healthy Naturals dog food:

My immune system is so strong, when I say jump, it asks how high?

The writer of this ad has managed to anthropomorphize both the dog and his immune system. The result is a talking dog who carries on dialogues with his own immune system, and maybe other systems as well.

The next line:

I am more than just a dog.

He is more than just a dog. He’s a talking dog with an immune system that jumps.

Good luck to the reader who wants to read the rest of the copy, because someone in the ad agency’s graphic design department thought that putting white type on a yellow background was a good idea.


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