BARK lets dogs direct holiday ad, embraces ‘merry chaos’

BARK has handed over creative control of its holiday campaign to the very audience it serves: dogs. The initiative centers on Merry Chaos, a spot directed by an Australian Shepherd Pitbull mix named Mia, marking a playful shift in the company’s storytelling approach.

After years of crafting narratives about canine life, BARK allowed Mia to shape the production with her own interpretation of holiday mayhem. The process quickly evolved into an experiment in canine authorship, driven by her strong opinions, unpredictable timing, and on-set habits that challenged standard production norms.

Dog-led vision guides holiday campaign

Mikkel Holm, Chief Creative Officer, BARK: "She came in with a vision. And then promptly ate the vision board."

The project aligns with an initiative introduced by BARK’s recently appointed Chairdog, Hendrix, following the company’s announcement that it is now Co-Owned by Dogs. Hendrix advocated for storytelling led by dogs and pushed for what he described as more authentic perspectives.

Shot with a human crew supporting Mia’s direction, Merry Chaos portrays the holidays as dogs experience them: wrapping paper as performance art, ornaments recast as chewables, and dinner tables posing ethical challenges. GoPros were used before being chewed, and sets were prepared and quickly dismantled by the talents involved.

Agency approach shifts to full canine leadership

Jeff Benjamin, Chief Creative Officer, Tombras, BARK’s creative agency partner: "This wasn’t about control. It was about surrender. And occasionally letting the director lick the lens."

The production exceeded its planned budget by two hundred thirty percent and created memorable challenges for the crew, but the resulting work embraces the unfiltered, disorderly charm of dog life during the holidays.

The campaign is part of BARK’s Dogs Own the Holidays platform, which positions itself as a counterpoint to polished seasonal advertising. The spot is running across social media and streaming platforms.

www.bark.co

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