You may recall a Business Insider Advertising feature that chronicled the work of Seth Casteel, who takes breathtaking photographs of dogs diving underwater.While the process is rigorous (Casteel holds his breath up to 90 seconds as he sits at the bottom of a pool, waiting for a dog to take the plunge), the images are incredible—and they went viral immediately.
We said that Casteel’s phone has been ringing off the hook since the photos took off, and it looks like one of those calls was from Y&R Saõ Paulo to do an ad campaign.
What are the pups selling? The dog-unfriendly Cepêra Extra Strong Pepper Sauce.
Copyranter Mark Duffy, for one, is displeased: “If it was pepper sauce for dogs, well then, these would be good. But it isn’t, so they ain’t. … I hope you got paid decently, Seth.”
We’re less offended. (My dog once “accidentally” ate a whole tub of butter, so hot sauce isn’t too much of a stretch of the imagination.)
Casteel has done work for dog toy company Kong, JW Pet Co., Animal Planet, and Nintendo in the past.
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