While the whole of the UK was off sizzling themselves stupid in the bank holiday sun yesterday, over the pond BarkBox and the New York City Gay Men’s Chorus were hard at work. Their mission? Delivering rapid response musical odes to pooches across the globe in honour of National Dog Day.
As part of the pet subscription service’s #PraiseDog campaign, dog owners could Tweet a snap of their VGB with a reason why their hound deserved applause. Members of the chorus would then write a personalised song for the furry friend, releasing it back into the wild via Twitter.
The campaign, which was devised by parent company Bark’s creative director Woodie Moon, was launched with a YouTube video featuring Instagram-famous dog Tuna Melts My Heart to explain how the choral tributes would work, as well as a teaser and promo for BarkBox’s services.
Allison Stadd, VP of marketing at Bark, said in statement yesterday, “We have some friends at the New York City Gay Men’s Chorus, and among them are definitely dog people just like us. We want to go over-the-top, and they share that vision."
Amusingly some found BarkBox’s campaign too “over-the-top” and reported signing up for paid-for Hulu and Spotify subscriptions just to avoid the ads. Were they barking up the wrong tree? Watch below.