WOOF Patrol: Why is there an increased interest in having Fido and Rover incorporated into advertising campaigns?

Jon Bond: Research tells us that people are lonelier than ever before. People's interaction with dogs and cats has taken on a bigger and fuller compensatory role in our lives. Owners often have a different relationship with their pet than with their parents, spouse or even their children. Studies have found that the special bond between owners and their pets influence consumer purchase choices.

WOOF Patrol: Any examples?

Bond: Car buying decisions take into consideration the traveling comfort of all passengers, including the dog. There's also been an increase in pet communities. MeowTV premiered in 2003. It provided the answer to the question; "What else can we do to keep our cats happy?" Turns out cats like to watch TV just like their owners.


WOOF Patrol: What do you consider to be the all-time pedigree K-9 commercial?

Bond: The Taco Bell ads.

Rebecca Bond: "People overlooked Henry because he didn't have that puppy-like way about him," says Rebecca. "My mother's dog had died and I didn't like the idea of her being alone. It was also around 9/11 and the idea of nurturing life felt right plus he was on sale - if you can call it that. I envisioned training him at our house before sending to my mother. However, taking Henry home to Jon and our prized Wheaten Terrier presented a slight problem. Neither would be thrilled with even a temporary two-dog household. That night I rang the doorbell and Jon's voice came on the intercom, "I love you." Responding, I added, "Hold that thought."

WOOF Patrol: What happened to the plan?

R. Bond: My mother did want another dog but had her heart set on another breed.

WOOF Patrol: Two things become crystal clear: First, Jon adores you and second, Henry found a home with the Bond family. He is also featured in short story written by Jon and you entitled: Henry ... The Pet Store Dog. The ending of the tale comes as no surprise and that's a good thing. The reader cherishes the dog that came to terms with being different.

R. Bond: And accepted himself for who he is.

WOOF Patrol: Thanks for letting us include the story draft at the end of this article.

WOOF Patrol: What's the best dog run advice you'd like to share with us?

J. Bond: It's that we all like to have a pat on the back, a head scratch or something that let's us know "Good boy" and "good job".

WOOF Patrol: Pawsitive reinforcement.

Bond: Absolutely.

To learn more about Jon Bond and Kirshenbaum Bond + Partners (kb):
http://kb.com/kbp/index.html

Be sure to surf their site, especially kb portfolios which provide in-depth background on the mission objectives for several of their clients along with status and log details.

Jon Bond co-authored the book Under the Radar: Talking to Today's Cynical Consumer. The evolution of their agency provides the narration of a critical and fascinating look into the ad world. It is written with an inclusive tone that invites the everyday consumer into the conversation.

A window full of bouncing, happy puppies with people crowded around. Noses press up against the glass.

Henry was different.

Henry did not have the bounce, sparkle in his eyes, he didn't know to spring up, wag his tail in delight, jump at the window to say 'take me home' whenever a little girl or boy appeared.

All the other little dogs pushed him farther back until he couldn't be seen from the window at all.

Months passed, all the other puppies came and went, yet Henry stayed in the window. Finally, Christmas Day arrived and there were two puppies left. Up to the window came a little girl with her mother. 'Thank you, mommy, for getting me a puppy.'

When she saw Henry, she exclaimed, 'Can't I have him? He's so sweet and quiet, I could take him to school in my school bag and he wouldn't make a sound.

Just then, almost on cue, the other dog, sensing opportunity, put on a show worthy of a trained seal or show horse in the circus. He pranced about, wagged his tail and, of course, sweetly pressed his nose against the glass as if to kiss her. And, Henry just sat there.

Before the girl could say another word, they left with the other puppy and Henry was left all by himself once again.

Morrie, the store owner was sad to see Henry left behind, but he was expecting a shipment of new puppies, and Henry, who didn't act like a puppy was also starting to grow up and starting to look less a puppy.

Henry had to be moved to the cage in the back of the store to make room in the window for new puppies that were arriving.

One day, just as Henry had resigned himself to being a lonely pet store dog, in walked a lady named Rebecca. Rebecca already had a bouncy dog at home named Chester, but she was looking for the perfect dog for her mother.

Morrie showed her the bouncing puppies who were ? as if on command - wagging their tails, licking the glass and saying 'Take me! Take me!'

But Rebecca was not interested in those puppies. She wanted a sweet, quieter dog who could keep her mother company and be content to sit in her lap.

Rebecca was just about to leave, thinking she had seen all of the dogs, and then she spotted Henry's cage in the back corner of the store. Rebecca asked Morrie, "What's wrong with him?" Morrie replied, 'Nothing is wrong with Henry. He's a wonderful dog, but he's not as puppy-like as the other dogs so no one has wanted him."

Rebecca had found her mother's dog and took Henry home with her.

When Henry walked in the door, the first thing he saw Chester, the family's prized Wheaton terrier. Unlike Henry, Chester had never known a bad day in his life. He had all the bones he could chew, his own dog bed with 'Chester' printed on it in bright red, and a family that included two boys who loved him.

Henry took one look at this scene and his heart sank - Chester was no different than those bouncy dogs from the pet store. He feared his new owners would shortly be taking him right back to his dark cage at the back of the pet store.

Henry tried to be bouncy like his new brother Chester. He tried to make friends with the other dogs on the block like Chester. And one day he even thought about licking his owner's face. But it was no use. It just wasn't him. He thought it would be great when he finally found a home, but all it did was remind him of his pet store days.

One day, it was very, very cold. Rebecca had bought two red sweaters for each of the dogs to keep them warm during their walks. But when she went to put the sweater on Chester, he bounced right out of it. No matter how she tried, she could not get Chester to sit still long enough to get the sweater on. Henry, on the other hand, sat perfectly still as always. He didn't jump, run around or even wag his tail. No one had ever bought anything for him before. He even thought, "What a lovely sweater. I wonder what I would look like in that ..."

All of his cooperation made it easy for Rebecca to put the sweater on him and Rebecca sat back and said, "Henry, how cute you are!'" Out they went, leaving Chester inside, nose pressed up against the window. For once, Henry was the center of attention. When he walked down the street Rebecca noticed that he had just a little more bounce in his step and he held his tail just a little bit higher.

For the first time, people on the street noticed Henry, and even began to comment on how sweet and well behaved he was.

And when they got home, something else odd happened. The boys tried to put Chester on their laps, but Chester wouldn't stay. Snuggling just wasn't for him ? too many important things to do. But Henry didn't mind at all. He was happy to stay in one place, getting the occasional rub on his tummy or scratch under the chin. That night, when the owner's went to bed, Chester settled into his big monogrammed dog bed, but Henry had no place to go. Before he had time to feel bad, Rebecca whisked him into her arms and placed him on her bed. He was small enough to fit right at the foot of the bed without crowding anyone.

As he snuggled in, he thought to himself that he really was different. And he realized how lucky he was not to be like all the other dogs. Just being Henry was pretty good after all.

Copyright © 2007 Jon and Rebecca Bond