Man and Dog...

The Man & The Dog…

A PSA With a Powerful Punch

The Man and The Dog video shines light on a well-established, loyal friendship between a "pooch and their person".  It is, however, the unexpected final message in this PSA that not only touches the heart, but also motivates the viewer in the last frame to give of him or herself.  Not only is this video effective in its simplicity, its message cuts through all languages and cultures.  In fact, there are no decipherable words used, only visual language and music. And actually no words are necessary, as the words and emotions are well played out in the viewer's head.  The four simple words placed on the screen in the ending frame provide the power that fuels the over-arching, motivating message in this PSA.

The first frame…that face, the one that connects you with your canine…it is almost impossible not to want to continue to at least the next scene of the video.  They chose a perfect pet for the first frame, one that would be appealing to all, with bright eyes, upright, attentive ears and a smiling countenance that is almost irresistible. The dog is waiting, anticipating and so are you as the viewer…ready for the the next command, the next adventure, the next scene.

Figure 1. That Face

This frame sets the stage that the dog is ready to go for the day and is not going away until his owner, his master gets out of bed.  It's time to get up and meet the day…and this alarm does not have a snooze button.  Without audible words, the importance of each scene, each frame to render the message becomes paramount to the success of the viewer receiving, understanding and accepting the message being presented.

Figure 2.  Morning Alarm without an off or snooze button

They are out for the day and the man is beckoning the dog just as a friend would do, saying, "Hey, I'm waiting for you, and we'll cross the street together"- something long-time friends and companions would do.  This scene is framed on a busy street with cars parked on either side, so it is obvious to the viewer that the man is taking care of the dog and making sure that they cross together, safely.  This sets up the caring relationship.

Figure 3. We'll cross together.



These frames serve to further establish their relationship built on trust and sharing.

Figure 4.  No need for a leash.

Figure 5.  Sharing - What friends do.

There are a couple of scenes that establish that the man's is not feeling well; the dog is right beside him and obviously knows all is not well with his friend. Following this shot comes one which is extremely effective, but does not work as a still. It's is a shot taken from  inside of the ambulance - ambulance siren blaring - looking out the window. Behind the ambulance comes the dog…running full tilt…not wanting to lose his friend.  

Figure 6.  Not feeling so well

Once at the hospital, the man is taken into the emergency room, someplace the dog cannot follow.  In fact the doors are shut in his face and he is left outside looking through the glass for his friend.  Often in medical situations this is not uncommon, and most people can relate to the fact that when their loved one is in crisis at a hospital, there are places we are not allowed, regardless of whether you are a canine or a human. You are figuratively and literally left on the outside looking in. 

Figure 7.  Arriving at the emergency room

Figure 8. Left on the outside looking in.

The man's loyal friend, his family, never waivers. The dog waits, all alone but determined to wait it out.  And just like us as human beings, the dog will stay with with the person he loves, rain or shine.  No one is paying attention to the dog.  It is a lonely, wet scene.  The dog's head is down, and he is in a darkened corner. The scene emotes sadness and potential loss, a sense of hopelessness. The viewer is "all in" emotionally, and fears the worst.  

Figure 9. Alone, waiting.

But then everything changes. Cutting away to the dog, suddenly there is a brightness, a recognition in his/her eyes.  Something has changed.  The viewer is pulled into the emotion, the anticipation and is hoping, expecting to see the man, his friend, coming toward the loyal friend.

Figure 10. Loyal friend's moment of recognition

But what the dog sees, does not meet the viewer's expectation.  It's not the man.  In fact, it's a woman, a much younger woman in a wheelchair, but the dog runs to her and jumps up in her lap.  There is something the dog recognizes in her, something that he has to be close to and touch.  At this point, the viewer is not sure what that something is, what the dog who has been waiting for who knows how long…recognizes intuitively. The body has no resemblance to The Man, but there is something about the spirit, the heart. 

Figure 11.  Joy abounds.

Figure 12.  Can I get in your lap?

Then suddenly the screen goes black, with those four, simple and completely unexpected words reversed out present in the middle of the screen:  Become an organ donor. Those four words, unspoken, tie the whole PSA together.  They are four powerful words presented simply on a black screen that jolt the viewer into an unanticipated moment and emotive state of mind. It is a moment of vulnerability that in turn has the opportunity to cause the viewer to want to take action, which is of course the whole purpose of the this PSA. In this case, the unexpected and its simplicity in conjunction with the relationship between the man and dog in the video create a power-packed, resonating message.

Figure 13.  The Power of four, simple words.