framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

O2 “Be More Dog” 2014

O2 “Be More Dog” (2014) is an O2 commercial directed by Keith Schofield for VCCP Partnership, produced by Caviar. It won 4 awards, including Epica 2013 Gold Editing & Special Effects, D&AD 2014 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising and Eurobest 2013 Bronze Film Craft Visual Effects.

A ginger cat, bored with its feline existence, decides to embrace a more adventurous, dog-like life, finding joy in simple pleasures and inspiring others to "Be More Dog."

Video: Keith Schofield on Vimeo

Shot by shot

  1. A fluffy ginger cat with heterochromia looks directly at the camera, its expression serious, against a dark, blurred background.© O20:00
  2. A fluffy ginger cat sits on a windowsill, looking out the window at a blurry green garden.© O20:06
  3. A woman in a blue shirt and jeans sits on a tiled kitchen floor, trying to play with a large, ginger cat using a feather toy, but the cat looks unimpressed.© O20:12
  4. A white front door with a cat flap and a brown doormat is seen from a low angle in a hallway.© O20:19
  5. A fluffy golden dog runs towards the camera on a paved path in a sunny garden, its fur blowing in the wind.© O20:24
  6. A fluffy ginger cat, acting like a dog, enthusiastically shreds a newspaper on a sunny suburban sidewalk.© O20:27
  7. A large, fluffy, light brown cat with yellow eyes looks up and to the right against a bright blue sky with white clouds and dark green trees.© O20:31
  8. A fluffy cat rolls around playfully in a sun-drenched grassy field during golden hour.© O20:35
  9. A ginger cat leaps into a pond, creating a large splash, while people relax in the background of a sunny park.© O20:38
  10. A ginger cat leaps high in the air to catch a blue frisbee in a wide green park under a clear blue sky.© O20:43
  11. A fluffy ginger cat runs across a wide green field with trees in the background under a bright sky at sunset.© O20:46
  12. A ginger cat runs towards the camera on a grassy hill, followed by three dogs in the background, under a clear blue sky.© O20:52

Stills © O2. Made by VCCP Partnership, Caviar and Keith Schofield.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A cat transforms into a dog-like creature, embracing life with enthusiasm.

Tagline: “Be more dog. O2.”

animal transformationnarrator's inner monologuefish-out-of-waterjoy of simple pleasurescall to action as life philosophy

The cut

Length
60 s
Shots
36
Average shot
1.7 s

What creatives use O2 “Be More Dog” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of O2 “Be More Dog”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A fluffy ginger cat with heterochromia looks directly at the camera, its expression serious, against a dark, blurred background.© O2A fluffy ginger cat sits on a windowsill, looking out the window at a blurry green garden.© O2A woman in a blue shirt and jeans sits on a tiled kitchen floor, trying to play with a large, ginger cat using a feather toy, but the cat looks unimpressed.© O2A white front door with a cat flap and a brown doormat is seen from a low angle in a hallway.© O2
    Frames from O2 “Be More Dog”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of O2 “Be More Dog” in order, with its length, framing and what happens in it.

    A fluffy ginger cat with heterochromia looks directly at the camera, its expression serious, against a dark, blurred background.© O2A fluffy ginger cat sits on a windowsill, looking out the window at a blurry green garden.© O2A woman in a blue shirt and jeans sits on a tiled kitchen floor, trying to play with a large, ginger cat using a feather toy, but the cat looks unimpressed.© O2A white front door with a cat flap and a brown doormat is seen from a low angle in a hallway.© O2A fluffy golden dog runs towards the camera on a paved path in a sunny garden, its fur blowing in the wind.© O2A fluffy ginger cat, acting like a dog, enthusiastically shreds a newspaper on a sunny suburban sidewalk.© O2
    Length: 60 s · Shots: 36 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a animal transformation

    Before you present an idea, you need to know who has done it, and how.

    O2 “Be More Dog” is built on a animal transformation. Search the library by idea to see every spot that uses it.

    BBC “The Greatest Show On Earth”© BBCQuercus “Animals”© QuercusPepsi “Deliciously Confusing Not Real Ice Cream”© PepsiKicking Horse Coffee “Kickstart Your Heart”© Kicking Horse Coffee
    BBC · Quercus · Pepsi · Kicking Horse Coffee

More commercials by Keith Schofield

  • Volkswagen "The Bark Side" (2013) commercial still© VolkswagenVolkswagen “The Bark Side” 2013Dir. Keith Schofield · DeutschD&AD Yellow Pencil 2013
  • Virgin Trains "Very Fast Chair" (2020) commercial still© Virgin TrainsVirgin Trains “Very Fast Chair” 2020Dir. Keith Schofield · AnomalyBritish Arrows Silver 2020
  • Jack Link's "Meat Your Flavor- Fritos Chili Cheese Flavored Beef Jerky" (2025) commercial still© Jack Link'sJack Link's “Meat Your Flavor- Fritos Chili Cheese Flavored Beef Jerky” 2025Dir. Keith Schofield · Highdive
  • Captain Morgan "Thumbs" (2024) commercial still© Captain MorganCaptain Morgan “Thumbs” 2024Dir. Keith Schofield · Anomaly
  • Visa "Birdstrike" (2023) commercial still© VisaVisa “Birdstrike” 2023Dir. Keith Schofield · Wieden+Kennedy
  • Barclays "Bewildered" (2023) commercial still© BarclaysBarclays “Bewildered” 2023Dir. Keith Schofield · BBH

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the O2 “Be More Dog” commercial?

Keith Schofield directed it, produced by Caviar, for the agency VCCP Partnership.

Which agency made O2 “Be More Dog”?

VCCP Partnership created it for O2 (2014).

What awards did O2 “Be More Dog” win?

4 awards, including Epica 2013 Gold Editing & Special Effects, D&AD 2014 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising, Eurobest 2013 Bronze Film Craft Visual Effects and Campaign Top 10 TV and Cinema Ads of 2013 #3.

What is the tagline of O2 “Be More Dog”?

“Be more dog. O2.”

Sources for the credits and awards

dandad.orgwinners.epica-awards.comweb.archive.orgweb.archive.org