Television Campaign Helps Doctors Foster & Smith Become Top Dog

As for the ads themselves, the cataloger has gone in a different direction this year. The focus has been to incorporate humor and warmth while “telling a story on someone’s lifestyle,” according to Magee. This signifies a departure from previous product-driven campaigns the company ran in the past. Magee cites incorporating women with their pets in the ads as one example of creating warmth. People who own pets pay attention to this, he says.