You might have noticed our latest Supercoat campaign looks a little different. That’s because this time, we’re celebrating real dogs and the real people who love them. Our Keep Them Super campaign is built around a rich, mixed-media storytelling style that mirrors the lives of dogs and their humans. By blending found footage, user-generated content, newly shot cinematic moments, real audio clips, and ambient sounds, we’ve created a textured world that feels real, raw and deeply familiar.
It’s a campaign that moves fluidly between the ordinary and the extraordinary - capturing the joy, quiet companionship, and those moments that remind us what makes our own dog truly super. The varied formats don’t just add visual interest - they are about building connection and grounding our campaign in real life …Because at the heart of it all, this isn’t just about dogs.
We get it. It’s about YOUR dog, YOUR story and celebrating all the different ways that they are super.
POLLY
Is your dog a super judge of character? Meet Polly — an intuition expert, who puts people (and their vibes) through “The Polly Test.” Are you an owner who also believes dogs read character better than anyone? From first impressions to friendly instincts, Polly shows us how canine smarts, sensitivity, and loyalty come together — proving she’s not just smart … she’s a Super judge of character.
