HEEL: Disney Gets All Dog Art-y

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21st Century Dog Art, Contemporary Dog Art

Driving through Hollywood today, I spotted a wall covered with this this Heel poster. Hmm, did Shepard Fairey get a Chihuahua? Did Kevin McCormick of Obey The Purebreed start a wheat paste campaign? I couldn't tell at 35 mph, so I drove on. Later, I saw a huge Chihuahua silhouette painted on the side of a building. That's not graffiti, I thought, that's corporate.

Shepard Fairey poster

Obey The Chihuahua poster
by Kevin McCormick

I came home and Googled "Heel L.A." and discovered this website where a Chihuahua named Papi calls for his comrades to revolt against dog sweaters and being carried in purses.

With a little more research, I found some answers. According to ViralBlog, Disney started a viral marketing campaign a few days ago for their upcoming movie Beverly Hills Chihuahua.
The live action film about Chloe, a Beverly Hills Chihuahua who gets
lost in Mexico and needs help from other dogs to get back home, sounds
like Lady and The Tramp meets The Incredible Journey. And although it
is not due to be released until September 26, its YouTube video is already no. 6 on ViralBlog's top 10 viral videos of the week.

And look, influential dog bloggers like me are talking about it. Nice job, Disney, especially since the working title was South of the Border, and this was the original poster…

Cool street dog art is way better, unless Shepard Fairey and/or Obey The Purebreed have lawsuits pending. Then, I'm on their side.

5.5.08 Update: Heel posters spotted in Williamsburg, NY courtesy of Gowanus Lounge.

Update 5.17.08: Heel posters debut in Boston. Courtesy of Violentz's Flickr photostream…

Heel NYC via Michael Surtees at DesignNotes…

Update: 5.19.09: There is a hot thread about this Hillary/Heel poster by Tony Puryear over at reddit.

Highlights include:

Is the Heel/Hillary poster a poorly done rip off of Shepard Fairey's Obama poster?

Can it be a rip off when Shehard Fairey appears to be inspired by these artists?

Aleksander Rodchenko

Emory Douglas

Andy Warhol

Or perhaps Fairey found inspiration from Chinese propaganda posters…

Or the Japanese Naval Ensign…

I'll keep you posted on this intriguing nexus of dog art, pop art, politics, and propaganda. Comments welcome.

Comments

17 responses to “HEEL: Disney Gets All Dog Art-y”

May 5, 2008

liz

yes, the street art posters are waaay better!

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May 7, 2008

grace

I noticed these too! And I wondered what they were. Great sleuthing job!

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May 17, 2008

Patrick

I photographed this sign near my house today….
http://flickr.com/photos/violentz/2500374804/

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May 17, 2008

Moira

Thanks for sharing Patrick. Great shot!

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May 20, 2008

Mike E. Perez

I’m pretty sure John Sabel at Disney has something to do with this. He showed the film poster during the Creative Summit in San Marcos, Texas back in March. But these ads weren’t there. As Senior VP of Marketing for Disney, he’s responsible for some really high-profile marketing campaigns.

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May 20, 2008

Moira

Thanks, Mike!

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May 20, 2008

shelly

They posted one near our house in Lavon, TX a few weeks ago. Which I thought was weird, because we are a small town (1-2k people) east of Dallas.
When I zipped past it on the hwy I thought it was a sock puppet until my husband pointed out it was a chihuahua. Then I immediately thought of Obey the Dog, but why would they be posting out here in East Jesus nowhere of Dallas? Which now makes sense that it’s a Disney movie since the only advertising we get out here is for movies or the local All State/Real Estate Agent.
Good to see Disney doing something in progressive advertising finally. There have been several campaigns locally in dallas with the progressive message on billboards. Always intriguing, and def. gets people talking. I’m a graphic designer, and the ray’s behind the dog have become a seemingly popular design, as well as the heavy illustrated look (like the ipod ads, etc.). There are some alcohol and fashion ads out there with the same styles, keep an out for it 😉

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May 21, 2008

Moir

Thanks for the report for east of Dallas. I was wondering how wide this campaign would go and find it interesting that it’s making its way to small towns like yours.
And I drove by the posters again today and I can see why you thought it was a sock puppet. Too funny.

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May 28, 2008

kevin

maybe Disney can throw me a bone with a credit somewhere? (Or, I’ll settle for 1% of the movie’s gross!)- ha
Thanks for your post – I’ll add it to my blog.
Obey the Chihuahua!

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June 4, 2008

kate

I wonder if the HEEL poster is for sale. I love it! I’ve seen it all over town!

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June 9, 2008

Michael Surtees

i thought it was kind of funny to see this on Shepard/OBEY website: http://obeygiant.com/post/do-not-heel#more-728

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June 14, 2008

sniderscion

Now in Toronto as well:
http://www.flickr.com/photos/sniderscion/2577146409/

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October 22, 2008

Viral-video

Nice find.
[url]http://viral-video.tk[/url]

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February 28, 2009

Penny

I didn’t think Fairey’s obama poster all that innovative or creative. I have done many, many of those in photo programs by either choosing a “posterize” option, or just reducing the number of colors to 3 or 4 and you get the same thing. A lot of hype, both as art and as a Presidential candidate.

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April 7, 2009

disney store merchandise

this is so good. i am glad that i came here.

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June 2, 2010

Patrick Long

So as what we can see, Viral Marketing is effective.. As what is stated above, Disney started a viral marketing campaign and become so famous. Viral marketing depends on a high pass-along rate from person to person, and it worked for the movie. Great!

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October 7, 2010

Paul from Silver Coast Finest

I love Chihuahua they are easy to trained..

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