Twerking Pooches Are Helping Launch this Luxury Dog Brand

Alex Sattlecker and Linda Weitgasser, a creative duo from Saatchi & Saatchi, London, have teamed up with Partizan and Geranimo & Mikey: Basement Jaxx’s offshoot to help launch the new doggy retailer brand on the block, Hindquarters.

Launching today, the campaign aims to put Hindquarters on the map, building awareness and differentiating the brand with other dog product retailers on the market. Offering high- end handcrafted durable products their range includes tough luxe dog beds, smart dog collars, distinctive reliable dog leads, and dog bowls.

Hindquarters was founded in 2010 by dog design duo Alex Sullivan and Jeremy Cooper in response to the lack of quality dog products on the markets for their own dogs. In the last six years their product offering has expanded quickly in response to growing demand, capturing the imagination of cool dog owners across the UK. 

The 90 second campaign film was directed by Partizan’s Tom Beard whose past projects have included music videos for F.K.A Twigs and Klaxons. Taking a pop promo style approach to capitalise on the popularity of music genre videos consumed online, the film points satirically to butt-shaking music videos. Starring a plethora of dogs in all shapes and sizes, the pooches are shown dancing and provocatively wagging their butts into the camera.

As self-confessed pooch fans and owners, Basement Jaxx’s Felix Buxton and Mikey Woodbridge created a quintessential canine voguing theme tune,' Walk the dog', to accompany the film. The track launched on the 25th March. 

The 90 second film can be viewed on YouTube and will also be available to watch on Atlantic Jaxx and Basement Jaxx’s YouTube pages. The campaign will also feature gifs on the Hindquarters instagram page.

Jeremy Cooper, Hindquarters founder said, “The team have created a fun and playful video that helps us stand out from the pack. It captures our ethos neatly and showcases our products brilliantly.”

Alex Sattlecker from Saatchi & Saatchi, London added, “We wanted to get the name Hindquarters out there. And how else, we thought, than twerking dogs? We didn't consider that dogs normally don't twerk no matter how many times you ask them to. But we got there in the end.”