Democratic presidential candidate Mike Bloomberg went viral last week for his peculiar way of greeting a dog. The campaign’s answer to this moment? Make an ad. The formal 30-second response—a spot that showed a handful of dogs “endorsing” Bloomberg—also made its rounds online and gained enough steam that the campaign decided to turn it into a TV ad that will run ahead of the Puppy Bowl later today in 30 states.
The ad shows the so-called “Dogs Fur Mike” Bailey, Shelly, Lucy, Brody, Tyra, Drizzy, Libby, Cody, Nemo and Fez, endorsing the presidential hopeful. The dogs were unavailable for comment.
It’s a tactic to make sure Bloomberg’s message breaks through the noise today despite his extensive spending elsewhere. The candidate has already spent $10 million on an official Super Bowl game spot, and he’s advertised extensively around keywords that users might be searching for online when looking for President Trump’s in-game ad as well.
The Puppy Bowl is a way to target micro audiences who may not be watching the game, but still want in on the action. In 2018, Puppy Bowl XIV scored its highest ratings ever—with a 1.46 rating among Adults 25-54, among live and same-day viewing, and averaged more than 3 million viewers from 3 p.m. to 5 p.m. ET.
While Bloomberg entered the race relatively late, the candidate has tried to make up for that in ad spend. Within the last month, the candidate spent over $100 million in political ads, and that trend doesn’t look to be stopping anytime soon as he targets battleground states.