Mars animal feed brand Purina Mills is donating a dollar per pack (bale?) to look after retired horses so this, in a way, is a B2B ad.
The Martin Agency usually finds a way with the most unpromising task and goes straight for the heart here – with a poem from one Jess Vee about Sam.
Only American agencies seem able to do this without emptying the room. Maybe it’s the nature of Americana – a set of myths built on sentiment.
Clever idea to use someone else’s words too – no self-conscious copywriter would own to such feelings. Been done before of course, most notably in The Richards Group’s ‘so God made a farmer’ celebrated Super Bowl ad for Ram Trucks.
‘This old horse’ – MAA creative scale: 7.5.