The Usher Song Dog Barked In Amazon's "Choir Master Carl" Ad
Amazon’s “Choir Master Carl” commercial featured a quintet of dogs barking out an Usher song, but which track were the harmonious hounds woofing along to? If the spate of canine-focused commercials made over the past decade is anything to go by, it’s that brand marketers recognize the power of using pooches to promote their products. Heinz, for example, employed a horde of dachshunds dressed as hot dogs to advertise its condiments during the company’s 2016 Super Bowl commercial spot while a 2014 campaign by Chevy cast a golden retriever in an advert that tugged on heartstrings while plugging its vehicles.
There’s a rather niche area of dog-focused advertising that could be categorized as the “dog choir” subgenre. In early 2012 Volkswagen released a pre-Super Bowl teaser titled “The Bark Side” that featured an ensemble of cute dogs wearing Star Wars accessories and barking out “The Imperial March (Darth Vader’s Theme).” A few years earlier during the 2009 holiday season, pet food brand Pedigree made a commercial with a quartet of four-legged friends woofing out the tune to “Jingle Bells.”
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In late 2021 Amazon became the latest company to employ the “dog choir” strategy with its “Choir Master Carl” commercial which first aired during Thanksgiving. The ad introduces a man named Carl who, after saving big by shopping with Amazon, can dedicate his time to his true passion: becoming a canine choirmaster. It concludes with Carl’s dog choir giving a recital in his living room while wearing matching hats and scarves as Carl’s neighbors watch on. Watch the “Choir Master Carl” commercial below. If the tune the dogs are barking sounds familiar that’s because it’s
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