# KONG Classic — dog-first 18-second vertical ad brief

## Insight and buying situation

The purchase starts with the dog's look: an owner wants a small, repeatable play ritual that engages their dog, rather than another object on a shelf. The KONG Classic gives that ritual a simple sequence: put an appropriate food reward inside, then let the dog work and play with the red toy under supervision. This is an audience hypothesis, not measured consumer research.

| Field | Direction |
| --- | --- |
| Product | Red KONG Classic for average chewers; size chosen for the individual dog |
| Audience hypothesis | Adult-dog owners seeking an easy enrichment activity |
| Objective | Make viewers recognize the toy in a dog's real play, understand the fill-and-engage action, then visit the product page |
| Hook | “¿Jugamos?” lands over a manufacturer's photo of a dog carrying the same red Classic; the visible toy motivates a move into a filling close-up |
| Hook payoff | A second manufacturer photo shows a dog actively working on a red Classic after the fill beat |
| One message | “Un premio. Un nuevo reto.” |
| Source-supported mechanism | The Classic can be filled with kibble or treats; KONG describes its irregular bounce and mental-enrichment role. The visual ad emphasizes the fill-to-engagement chain, without promising a duration or outcome for every dog. |
| CTA / destination | “Encuentra su KONG” → https://www.kongcompany.com/kong-classic/ |
| Placement | Silent-first proposed social ad, Spanish, 1080 × 1920, 30 fps, 18 s |
| Offer | Discovery only; no price, discount, inventory, or unsupported durability claim |
| Art direction | Documentary dog moments + precise, playful red and purple type. Work Sans 300–700 and DM Mono 400/500. No decorative rulers. |

## Asset role by beat

- **Dog carrying red Classic, official product-gallery photo:** opens on an expectant/playful face with the recognizable red toy already in frame. A controlled crop tracks attention to the toy, which becomes the visual match for the fill close-up. Returns only as a supporting context crop on the end card.
- **Official How to Stuff article photo:** a close view of a dog investigating a red Classic. It supplies real nose-to-toy texture/context in a small window during the fill beat. It does not depict ingredients or a person filling the toy.
- **Official photo of dog chewing red Classic:** payoff image in the benefit beat. The dog and toy are visible together; framing follows the interaction rather than substituting generic dog imagery.
- **Original red Classic product photograph:** briefly clarifies the opening orientation for an editorial treat-drop animation, then anchors the shop end card. The original JPEG stays unedited and uses CSS multiply on a white/light field.

## Exact storyboard and action-response chain

| Time | Copy | Image, action, response |
| --- | --- | --- |
| 0–3 s | “¿Jugamos?” | Dog carrying the red Classic fills the frame from t=0. Subtle push toward its eyes and the toy. A red circular crop keyed to the photographed toy grows into the next beat; the hook is readable immediately. |
| 3–6 s | “Rellena.” / “Un premio dentro.” | The circle reveals the original Classic product photo, rotated so its photographed large opening faces upward. The manufacturer dog-and-toy detail enters in a small round window as a curiosity cue. Editorial food marks travel toward the opening one by one; their landing prompts the next transition. |
| 6–11 s | “Ahora viene el reto.” | The last food mark expands as a masked reveal into a real dog engaged with a red Classic. The crop moves from toy to dog, then settles long enough to see the interaction. No simulated dog action is implied. |
| 11–15 s | “Un premio. Un nuevo reto.” | The engaged-dog image broadens; typography moves into free space beside the actual dog/toy. This is the emotional payoff, held for reading. |
| 15–18 s | “KONG Classic” / “Encuentra su KONG” | Shop composition combines the original packshot with a contextual crop of the dog-with-toy photo. CTA holds clearly for at least three seconds; concise footer: “Elige la talla adecuada. Supervisa el juego.” |

The motion chain is **dog notices/carries toy → camera follows red toy → fill action → food mark triggers dog-engagement reveal → settled benefit → shop action**. Transitions use object-positioned masks and spatial movement, not full-slide crossfades or unsupported filmed behavior.

## Factual guardrails and proposed measurement

KONG recommends red Classic for average chewers, appropriate sizing and supervision; no dog toy is indestructible. Treat marks are editorial illustration, not a filmed product trial. This is an independent speculative creative prototype, not an official commissioned KONG ad. The lifestyle photos show separate real dogs, and the edit does not imply they are the same animal or a continuous filmed event.

Compare with a same-product control under matched audience, placement, spend, attribution and landing page. Define sample size and platform metric meanings before testing. Track three-second retention, completion, outbound CTR, qualified landing visits, purchases/CPA, and whether viewers correctly understand the fill-and-play use. These are proposed metrics, not results.