A man orders his dog to roll over. However, it is overweight and just keeps rolling. Our POV is from the dogs, so we see the world spinning as he does.

This IAMS weight control dog food campaign begins with a 30-second TVC where a dog owner orders his dog to roll over. Because the dog is so overweight, he just keeps rolling and rolling. Our POV is from the dog, we see the world spinning as he would.This is followed by 3 15-second TVCs. He's still rolling, but the setting changes in each commercial.

Where does he end up rolling to? We let the public decide online at therollingdog.com. People submit their own rolling videos illustrating where they think our pooch has rolled.

To drive even more people to the site, an ambient campaign of 'Lost Dog' posters was created.