Feed Different

UK pet food company Tails.com has launched “Feed Different”, an affectionate pastiche tribute to the iconic “Think Different” commercial launched by Apple in 1997. Narrated by Sir Michael Gambon (Albus Dumbledore in Harry Potter films), the film replaces human thinkers such as John Lennon, Albert Einstein and Pabloc Picasso with twenty canine characters. As with the Apple commercial, footage has been provided with film grain for artistic effect.

Feed Different dog

Tails.com has released a study of over 1,000 adults revealing that 94 per cent of dog owners say their pet makes them happier. 63 per cent say a dog makes them physically fitter and 40 per cent saying a dog makes them feel less stressed. Half of the dog-owners questioned (50 per cent) said their dog understands them more than anyone else. The research also conclusively revealed that dogs are the nation’s favourite pets with 61 per cent of adults saying a dog would be their number one pet choice ahead of cats (23 per cent), fish (4 per cent), horses (3 per cent) and birds (2 per cent).

James Davidson, co-founder and CEO of tails.com, said:

“Dogs are one of the most diverse species on the planet, but they all have one thing in common in that they make the lives of their owners happier. Our film captures some of the unique personalities of dogs and recognises how much they can change our individual worlds for the better. Because every dog is different we believe its food should be too, which is why we deliver tailor-made food blended to each individual dog’s nutritional and dietary needs – helping owners enjoy a happier dog for longer.”

Feed Different Script

Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of one size fits all.
And they have no respect for the status quo.
You can walk them, try and train them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push dog-kind forward.
And while some may see them as the crazy ones, we see happy ones.
Because the dogs who are crazy enough to think they can change our world, are the ones who do.


The Feed Different campaign was developed at Shine Communications.

Filming was shot by director and composer Gary Tarn.

The twenty tails.com dogs in order of appearance are Pickle, Denny, Teddy, Winston, Molly, Truffle, Rio, Dulce, George, Axel, Dixie, Alexis, Phoenix, Bluey, Sonny, Deefor, Acorn, Prince, Monty and Lucky.

Filed under: Commercials

Tagged: ,