Commercial for blood bank is top dog

November 11, 1994|By Andrea F. Siegel | Andrea F. Siegel,Sun Staff Writer

A television commercial for the area's only private veterinary blood bank has collared a top honor in the advertising world.

Earle Palmer Brown, a Richmond, Va., advertising agency, won a 1994 National Creative Award for the free 15-second spot it created for the Eastern Veterinary Blood Bank in Annapolis.

The company decided to stretch its creative muscles for what it considered a worthy cause, said Ty Harper, senior art director at the agency.

The award came from Communication Arts, a publication for the advertising business. The spot is featured in this year's Communication Arts Annual. "It's one of the most prestigious creative books there is," Mr. Harper said.

The spot shows a German shepherd and a Chihuahua. An off-camera male voice tells viewers that the large dog donated blood that saved the life of the small dog and asks the Chihuahua whether it would like to say something to the German shepherd. The Chihuahua lets out not the expected yap, but a deep, guttural bark.

The off-camera voice then makes a quick pitch for the blood bank.

The advertising agency contacted the blood bank this year after one of its staff members read a newspaper article about the unusual business and offered about six months ago to craft a public service announcement at no charge.

Dr. Ann Schneider, the veterinarian who runs the blood bank, and Patrick Lee Jr., who manages the business, said their only concern about having an announcement made was the tone.

"If people are having their dogs as donors, we don't want to make fun of them," Mr. Lee said.

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