Argentine family dog food brand Mon Ami has unveiled a humorous and heartfelt campaign to mark Friendship Day, turning man’s best friend into the star of the celebration. Developed by DAVID Buenos Aires, the “Feliz día del AMI” campaign uses artificial intelligence tools to imagine what it would be like if dogs could send voice notes to their human companions.
The series of spots portrays dogs with human-like attitudes, leaving playful messages for their owners: greetings, jokes, and even requests for more quality time together. The campaign closes with a touching line that captures its essence: “Happy day to the only friend who will never send you a message, but who is always there.”
The idea stems from a simple yet powerful observation: on Friendship Day, everyone sends a message to say “present” — except dogs. But unlike other friends, they don’t need to write, because they show up every day with unwavering joy. By combining humour and tenderness, the campaign highlights the unconditional nature of canine friendship.
Creative directors Nicolás Vara and Ignacio Flotta of DAVID Buenos Aires explained that the entire campaign was conceived and executed with AI tools: “We saw it as a great opportunity to explore the new languages and formats that technology allows us, without losing what matters most: telling a good story and connecting emotionally with people.”
Antonella Marini, marketing director at Mon Ami, added: “We wanted to do something different, something that would stand out on a date so full of messages. This campaign reflects how we see our dogs: not just as animals, but as true friends. And doing it with AI allowed us to play with formats that until recently were unthinkable.”
With “Feliz día del AMI,” Mon Ami not only celebrates Friendship Day but also positions itself at the intersection of creativity, technology, and emotional branding, reinforcing its mission to honour the unique bond between families and their dogs.
