top dog Delivers

DDB Needham stresses the benefits of home newspaper delivery in its latest campaign for the Los Angeles Times.
The direct response TV and radio campaign, created by the Los Angeles office's DDB Direct division, breaks today in the city's metropolitan area.
The TV spot (shown here), in 30- and 60-second executions, stars "Top Dog," a champion frisbee-catching Border collie, who shows his enthusiasm for the news by leaping up to catch the flying paper in his mouth every morning as its arrives at his house. A voiceover describes the extensive sections, such as Food and Health, that appear on different days of the week. When the extra-large Sunday edition comes flying through the air, though, it's too much for the dog, who jumps out of the way to avoid being squashed.
The campaign will test throughout the rest of the month, and will extend into the fall if successful. The ads were created by DDB Direct creative director Nancy Wahl, senior copywriter Mike Davis and art director Tony Garzio. --Teresa Buyikian