As far as Super Bowl ads go, it's hard to go wrong with a horde of wiener dogs.
This year, Heinz dressed dozens of dachshunds as hot dogs and sent them bounding eagerly across a meadow towards the welcoming arms of people in condiment costumes as a sentimental rendition of "Without You" plays in the background. A 30-second version of the extend cut ad released Friday will run during the third quarter of the Super Bowl.
"It was certainly something that required quite a bit of orchestration in terms of having dozens of wiener dogs," Heinz marketing vp Michelle St. Jacques told Mashable. "We had to make sure we got them all running in the right direction."
The spot is an extension of the brand's "Meet the Ketchups" campaign, which was meant to remind people that Heinz' offerings extend beyond the ketchup it's most famous for. Last year, Heinz launched its first mustard in a bid to muscle in on rival French's market share after a year of flatlining condiment sales.
"When people think about Heinz they usually think about ketchup, but we actually have a much bigger family," St. Jacques said. "We wanted to make sure we did it in a compelling visual way and what is more compelling than a stampede of hot dogs?"
Related: Also check out these stylish pups:
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