In 2023, The Farmer’s Dog, a company specializing in fresh, custom dog food, made a memorable debut during Super Bowl LVII with their heartwarming commercial titled “Forever.” This advertisement resonated deeply with audiences, earning the top spot in USA TODAY’s 35th Ad Meter competition.
The narrative of “Forever” centers on the enduring bond between a young girl and her chocolate Labrador, named Bear. The story begins with the girl promising her new puppy, “I will always take care of you.” This pledge sets the tone for a series of vignettes that capture their shared experiences over the years. Viewers witness moments of joy, such as playful games and beach outings, as well as significant life events, including the girl’s departure for college, her wedding, and the birth of her child. Throughout these milestones, Bear remains a steadfast companion, symbolizing loyalty and unconditional love.
The commercial is set to the soulful tune “Forever” by Lee Fields, which enhances the emotional depth of the narrative. The choice of music complements the visual storytelling, evoking a sense of nostalgia and highlighting the timeless connection between humans and their pets.
Directed by Goh Iromoto of Sanctuary Content, the ad employs a cinematic approach to convey its message. The use of natural lighting and intimate close-ups creates an authentic and relatable atmosphere, allowing viewers to connect deeply with the characters’ journey. The progression of time is subtly depicted through changes in seasons and the aging of both the girl and her dog, culminating in a poignant scene where the now-grown woman, her family, and an elderly Bear share a quiet moment together.
The casting of multiple Labrador retrievers to portray Bear at different life stages adds to the authenticity of the narrative. Each dog actor brings a unique presence to the screen, capturing the essence of Bear’s character as he grows from a playful puppy to a wise senior. This thoughtful casting ensures a seamless portrayal of the dog’s life journey, reinforcing the theme of enduring companionship.
The commercial’s tagline, “Nothing matters more than more years together,” encapsulates The Farmer’s Dog’s mission to promote the health and longevity of pets through proper nutrition. By showcasing the lifelong bond between the woman and her dog, the ad emphasizes the importance of providing pets with the best care possible, aligning with the company’s commitment to offering fresh, real food for dogs.
The emotional impact of “Forever” was profound, leaving many viewers teary-eyed. The ad’s success can be attributed to its universal theme of love and loyalty, which resonates with pet owners and animal lovers alike. By highlighting the simple yet profound moments shared between a human and her dog, the commercial taps into the deep emotional connections that define the human-animal bond.
The Farmer’s Dog’s decision to invest in a Super Bowl spot underscores the growing recognition of pets as integral members of the family. By choosing to tell a heartfelt story rather than focusing solely on product promotion, the company effectively communicated its values and mission, fostering a sense of trust and loyalty among consumers.
In summary, The Farmer’s Dog’s “Forever” commercial stands as a poignant tribute to the enduring bond between humans and their canine companions. Through its compelling narrative, evocative music, and cinematic storytelling, the ad not only captured the hearts of viewers but also reinforced the company’s dedication to enhancing the lives of dogs and their owners. Its success during Super Bowl LVII serves as a testament to the power of authentic storytelling in advertising.
For those who wish to experience the commercial firsthand, here is the extended cut of “Forever”:
