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For a video advertising its fall accessories collection, Ralph Lauren has enlisted the help of some unlikely muses: shelter dogs.[3]
In honor of Adopt a Shelter Animal Month this October, the pooches were given starring roles in the clip, which sees them perching inside leather handbags, trotting along city streets in doggy clothes and putting their best face forward as they nuzzle up to their human co-stars.
The striking digital film, which takes place in New York and Paris, is shot in black-and-white except for the animals and the accessories from the collection, which stand out against the stark background.
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Pretty pooches: In honor of Adopt a Shelter Animal Month this October, Ralph Lauren has enlisted shelter dogs to star in a video advertisement for its fall accessories collection
Contrast: The striking digital film, which takes place in New York and Paris, is shot in black-and-white except for the animals and the accessories from the collection, which stand out against the stark background
For a good cause: Ralph Lauren teamed up with the ASPCA for the two-and-a-half-minute clip, which was aimed at getting animal lovers to adopt the abandoned pups
In one shot, a woman is seen walking the streets of New York carrying a tiny canine in her leather glove-clad hands.
The pup wears a purple sweater, while his owner showcases a gold bracelet and brown leather bag from the fall accessories collection.
Another scene sees a three-month-old brown and black miniature dachshund named Roxy taking a nap inside her owner's Italian leather dog carrier.
Ralph Lauren teamed up with the ASPCA for the two-and-a-half-minute clip, which was aimed at getting animal lovers to adopt the abandoned pups.
Dog tired: One scene sees a three-month-old brown and black miniature dachshund named Roxy taking a nap inside her owner's Italian leather dog carrier
Happy outcome: Since the advertisement was first posted online, every single one of the dogs featured in it have been happily adopted into loving families
Donation: As well as helping the animals get adopted, brand has also pledged ten per cent of the proceeds from sales of its fall accessories line - except for jewelry and watches - to the organization
Blending in: A grey and black spotted daschund named Coco is one of the stars of the video, which sees her using her fur as camouflage as she nuzzles up to her owner's houndstooth coat
Since the advertisement was first posted online, every single one of the dogs featured in it have been happily adopted into loving families, according to the Ralph Lauren website.
The website notes that Roxy - now ten months old - has found a home thanks to the video, and now enjoys playing tug-of-war on the beach in Montauk, New York, with her new owner Nicole
A grey and black spotted daschund named Coco also stars in the video, using her fur as camouflage as she nuzzles up to her owner's houndstooth coat.
High-tech: The video was shot on a green screen using 3-D imaging technology, with a black-and-white cityscape backdrop
Dog days: A model holds up her cutest accessory while standing on a Parisian bridge
Today, she has been adopted by two women named Melina and Maria and, according to her biography on the Ralph Lauren website, she enjoys 'making new friends'.
As well as helping the animals get adopted, brand has also pledged ten per cent of the proceeds from sales of its fall accessories line - except for jewelry and watches - to the organization.
According to WWD, the video was shot on a green screen using 3-D imaging technology, with a black-and-white cityscape backdrop.[4]
Man's best friend: According to David Lauren, the executive vice president of advertising, marketing and corporate communications, dogs have 'always been part of the DNA' of Ralph Lauren
Animal lovers: 'Since we first started running ads, you would see full-page ads that just show dogs. We wanted to find a creative way to bring our love of dogs to the Internet age,' said Mr Lauren
Fashion to fall for: The autumn accessories collection features Ricky handbags, shoes and jewelry, as well as dog sweaters and leather leashes and carriers
While its aim is to raise awareness for animal welfare and promote the adoption of shelter dogs, David Lauren, the executive vice president of advertising, marketing and corporate communications, insists dogs have 'always been part of the DNA' of Ralph Lauren.
He told WWD: 'Since we first started running ads, you would see full-page ads that just show dogs. We wanted to find a creative way to bring our love of dogs to the Internet age.'
The fall accessories collection features Ricky handbags, shoes and jewelry, as well as dog sweaters and leather leashes and carriers.
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References
- ^ Margot Peppers (www.dailymail.co.uk)
- ^ 0 View comments (www.dailymail.co.uk)
- ^ Ralph Lauren (www.ralphlauren.com)
- ^ WWD (www.wwd.com)
- ^ 'Old or young, dad or mom, black, white, purple. I'll take... (www.dailymail.co.uk)
- ^ 'It's making children cry': Police tell man to tone down... (www.dailymail.co.uk)
- ^ EXCLUSIVE: The sisters who are the first proof that Russian... (www.dailymail.co.uk)
- ^ Brazil's biggest drug cartel promises a 'World Cup of... (www.dailymail.co.uk)
- ^ EXCLUSIVE PICTURES: Never before seen pictures of John F... (www.dailymail.co.uk)
- ^ The best of Man's Best Friend: Award-winning photographs... (www.dailymail.co.uk)
- ^ British traveller 24, spends £125,000 and five years... (www.dailymail.co.uk)
- ^ The stenographer dragged from the House floor after she... (www.dailymail.co.uk)
- ^ EXCLUSIVE: Named and shamed, college student, 19, who... (www.dailymail.co.uk)
- ^ Executed with a single shot as he cowered on the floor:... (www.dailymail.co.uk)
- ^ Pictured: The 2-year-old son of NFL star Adrian Peterson... (www.dailymail.co.uk)
- ^ A rainbow, Mr and Mrs Telephone-head and a dad wearing a... (www.dailymail.co.uk)
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