Not that we haven’t been wowed by Fido dogs in the past, but the pack of mutts in the brand’s latest commercial takes the cake.

The TV spot, which features a group of enthusiastic dogs that go snowboarding after a long day at work, was placed by OMD and created by Bos. The ad shows the excitement of leaving work to partake in leisure activities which is what Fido believes its consumers will feel when they subscribe to its “After Work” plan.

Steven Sarfin, senior director of marketing, Fido, tells MiC that the commercial was created to convey to consumers the benefits of after work freedom with its $25 plan, providing users with unlimited text any time, and unlimited talk on the weekend as well as during the week after 5 p.m.

The spots will air during shows such as The Voice, Up All Night, Modern Family and The Bachelor in English Canada as well as during Tout le Monde en Parle, The Price is Right and TVA Nouvelle in French Canada.  The campaign is also being supported by outdoor material, including 10 x 20 transit station ads in cities across the country, and print ads have been placed in major newspapers.

Fido will be marking cities such as Montreal, Toronto, Ottawa, Calgary and Winnipeg with street teams to tout the new plan in popular hot spots in the cities where they will talk about the plan as well as give consumers the chance to enter to win prizes.

There will also be an invitation to text and win where, for each text that Fido receives, the brand will donate a dollar to its new charity partner, St. John Dog Therapy Program. The donation cap is set at $50,000, says Sarfin.

Aligning with the notion of communicating with its core target audience (age 18 to 39) in areas of social gathering, Sarfin explains that the brand has also partnered with Toronto-based agency Newad to place ads in resto-bars across the country.

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