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VIZIO Launches New “Hear Like They Do” Digital Ad Campaign for Its Award-Winning Sound Bars

Creative Agency David&Goliath Tapped The Real Experts In Sound: Dogs

When it comes to sound, dogs are the real experts. They can hear higher highs, detect softer sounds and greater nuances, and hear nearly twice as many frequencies as humans. Wouldn’t it be amazing if we could hear the beautifully complex tones and sounds of our favorite entertainment the way they do? That’s the premise of a new advertising campaign for VIZIO Sound Bars — the perfect companion to VIZIO Smart TVs and the #1-selling sound bars in the U.S. — featuring man’s best friend.

This press release features multimedia. View the full release here:

“Hear Like They Do,” a new ad campaign from VIZIO, offers a glimpse into the lives of dogs who are captivated by the immersive sound quality of VIZIO’s Sound Bars as they sit and stay in for a night of television. (Photo: Business Wire)

“Hear Like They Do,” a new ad campaign from VIZIO, offers a glimpse into the lives of dogs who are captivated by the immersive sound quality of VIZIO’s Sound Bars as they sit and stay in for a night of television. (Photo: Business Wire)

In “Hear Like They Do,” David&Goliath’s latest creative campaign for VIZIO, we get a glimpse into the lives of three very different, almost human, dogs, captivated by the immersive sound quality of VIZIO’s Sound Bars as they sit and stay in for a night of television. The campaign features three :20-second digital videos that capture TV-watching moments of longing, intrigue, and suspense — “French Lover,” a tear-jerking romantic movie; “Crime Boss,” a mob thriller; and “The Kicker,” a nail-biter of a football game.

“We wanted to demonstrate VIZIO’s premium TV sound bars in a way that’s as simple, insightful and entertaining as the content viewers are watching,” said Ben Purcell, Chief Creative Officer, of David&Goliath. “We decided to turn to the experts in sound. And since dogs hear four times better than people, we focused our creative campaign on experiencing sound as they do.”

Every sound bar in the VIZIO audio collection is engineered to enhance the entertainment experience at home. Movies are more immersive. Games more lifelike. Music more captivating. V-Series sound bars bring awesome sound and simplicity to those who want to level up their TV audio. M-Series packs the latest technologies and incredible fidelity into a variety of form factors that look stunning in any room. And the game-changing VIZIO Elevate unleashes cinema-quality performance at home with thunderous bass, uncompromising fidelity, and patented Adaptive Height Speakers that auto-rotate to direct sound where needed for ultra-immersive Dolby Atmos® and DTS:X® audio.

“At VIZIO, we make products for people who love TV, and our award-winning sound bars create a fully immersive entertainment experience in your own living room,” said VIZIO Vice President, Marketing & Communications, Jodie McAfee. “Watching great TV shows, movies, and sports is a way for the entire family — including the four-legged members — to relax and spend time together. This campaign is a fun way to highlight the whole new level of sound you can enjoy with VIZIO Sound Bars, the #1 Sound Bar in America.”

Working with photographer Shawn Michienzi, David&Goliath captured still images of dogs immersed in the TV action. They then teamed up with the VFX experts at Jamm to bring the canine couch potatoes to life through animation.

Additional elements of the campaign include 15-second versions of the digital videos, as well as social statics of the creative executions featuring the human-like dogs enthralled with the sounds emanating from their TVs.

To drive social engagement, VIZIO will also be leaning into the trend of dog owners posting pics of their pups on Instagram by calling on “dogfluencers” and pet accounts to share pictures of their dogs watching television with the hashtag #HearLikeTheyDo. The hashtag will help VIZIO spot more furry friends who just might become “dog famous.”



Agency: David&Goliath, LA

Founder & Creative Chairman: David Angelo

President: Yumi Prentice

Chief Creative Officer: Ben Purcell

Group Creative Director/Copy: Courtney Pulver

Group Creative Director/Art: Rob Casillas

ACD / Copywriter: Chris Davis

ACD / Art Director: Evan Bross

Managing Director, Broadcast Production: Paul Albanese

Sr Broadcast Producer: Brandon Kusher

Executive Art Producer: Cara Nieto

Associate Integrated Producer: Abigail Grinberg

Sr. Digital Designer: Meagan Steinkamp

Group Comms Director: Jeff Cannata


Managing Director: Jamie Simms

Account Executive: Shane Centkowski

Associate Director of Business Affairs: Yenia Paez

Senior Project Manager: Donna Alexander


Editorial House: Spinach

Post Producer: Nicole Haws

Executive Producer: Jonathan Carpio

Managing Director: Adam Bright

Editor: Juan Pablo Digenio


Photography Production Company: Ripsaw

Photographer: Shawn Michienzi

Retoucher: Brad Palm


Post-Production/VFX: JAMM

VFX Supervisor/Lead Compositor: Jake Montgomery

VFX Supervisor/Lead CG: Andy Boyd

Flame Artist: Lisa Kim

Flame Artist: Graziella Gandolfi

Lead CG Artist: Anthony Thomas

Lead CG Artist: Brian Burke

Production Coordinator: Jon Lazar

Senior Producer: Ashley Greyson

Executive Producer: Asher Edwards


Audio: Margarita Mix Santa Monica

Sound Designer/Mixer: Nathan Dubin

Executive Producers: Whitney Morris & Paula Arnett

Operations Manager: Brian Frank


Client: VIZIO

CEO: William Wang

VP, Marketing & Communications: Jodie McAfee

Senior Creative Director: Joey Neal

Director, Performance Marketing: Cody Browne


Founded and headquartered in Orange County, California, VIZIO’s mission is to deliver immersive entertainment and compelling lifestyle enhancements that make our products the center of the connected home. VIZIO is driving the future of televisions through its integrated platform of cutting-edge Smart TVs and powerful SmartCast operating system. VIZIO also offers a portfolio of innovative sound bars that deliver consumers an elevated audio experience. VIZIO’s platform gives content providers more ways to distribute their content and advertisers more tools to target and dynamically serve ads to a growing audience that is increasingly transitioning away from linear TV.


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