Spike Jonze Turned an Unnoticed Moment From His Apple Shoot Into a Dog Rescue PSA

Featuring a cameo by his own pup, Wolfpack

Headshot of Tim Nudd

There were plenty of notable characters in the remarkable behind-the-scenes video from Spike Jonze’s recent Apple shoot. But one cameo—that you almost certainly didn’t notice—is the subject of a whole new PSA that the director helped to produce.

In a scene early on in the BTS, Jonze is seen dancing with a chair. Eagle-eyed viewers will have noticed a dog who appears in a mirror on the left side of the screen. It turns out she’s a special dog indeed. Her name is Wolfpack, and she was rescued by Jonze two years ago—through a nonprofit, volunteer-run dog rescue organization called See Spot Rescued (SSR).

It turns out the founder of SSR, Zarina Mak, is managing partner at editorial shop PS260. Jonze was kind enough to take Wolfpack’s cameo and cut it into the 20-second ad below for SSR, with editing done by PS260. (The original Apple spot was edited by Jeff Buchanan of Final Cut.)

“Every time a See Spot Rescued pup is adopted, our hearts swell,” Mak tells AdFreak. “It’s undeniably special when an adopter also helps us to spread the word on adoption to save lives. We are ever so grateful to Spike Jonze’s willingness and generosity of spirit to our cause, but it’s nothing compared to the love and life he’s given his pup Wolfpack.”

There is no planned media buy for the spot, but it will be shared via See Spot Rescued’s social channels to encourage organic engagement.

And if you haven’t seen it, check out the full BTS of Apple’s “Welcome Home” spot below.

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@nudd Tim Nudd is a former creative editor of Adweek.