The ASPCA and Laughlin Constable Give Big Sloppy Dog Kisses to Times Square this Holiday Season

The American Society for the Prevention of Cruelty to Animals® (ASPCA®) and its agency of record Laughlin Constable (LC), the independent, full-service brand experiences agency, are taking it to the big screen this week with a strategic creative and media placement focused on size and timing. The video out-of-home ad of a rescued pup showing gratitude in the best way it knows how, lots of licking, debuted on Thanksgiving Eve and runs through Giving Tuesday on the NASDAQ video billboard in Times Square. The holiday season, and especially Giving Tuesday, Dec. 3 this year, are some of the most impactful days to drive contributions to further the ASPCA’s lifesaving mission.

The 15–second video is an extreme up-close depiction of a rescued dog expressing gratitude to those who help him by supporting the ASPCA. The advertisement designed to drive online donations this holiday season was specifically created by Laughlin Constable to maximize the 10,000 square feet of signage on the Nasdaq billboard in Times Square. 

The video advertisement was produced by Laughlin Constable’s production company HIVE. It will play four times hourly on the Times Square board, estimated to deliver more than 6MM impressions during the seven-day run.

“The right idea in the right place with quick-turn, quality production is something we are proud to deliver day in and day out to our clients, and this campaign is a great example of our work,” said Anthony Romano, CEO of Laughlin Constable. “We are very proud to support the ASPCA and their impact on animals nationwide.”

“Giving Tuesday and the entire holiday season is a crucial time for our organization to engage animal lovers and further our efforts to help hundreds of thousands of animals each year,” said Luke Franklin, ASPCA Vice President of Membership. “For any animal lover, the dog licking video gets right to the heart of what we do and why it is so important, and the timing is ideal to remind people that there are animals nationwide waiting for a loving home this holiday season.” 

The ASPCA is the nation’s first and leading animal welfare organization, and it has a 150-year legacy of being on the frontlines to save, transform and protect millions of lives in the fight against animal cruelty through their own facilities and in collaboration with local partners nationwide.

“We really wanted to do something that would be a bit surprising and would make people smile,” said Pat Laughlin, chief creative officer at Laughlin Constable. “Having a larger-than-life dog lick Times Square felt like something that would bring some joy to people and inspire them to help animals in need.”

Laughlin Constable is now in its sixth year as the digital and brand strategy AOR for the ASPCA. The agency was recently recognized with both a 2024 Clio and 2024 Effie for its work on the “Through Their Eyes” campaign for the ASPCA.