ROANOKE TIMES
Copyright (c) 1997, Roanoke Times
DATE: Thursday, April 24, 1997 TAG: 9704240011
SECTION: EXTRA PAGE: 4 EDITION: METRO
Joel Silverman coordinated the training for Nissan's ``Doggie Mind Control'' spot. In the ad, Duke, as Ralphie, mesmerizes his master, takes control of the wheel and cruises the darkened neighborhood streets with his furry buddies while ``Low Rider'' blasts on the stereo. At the end, the bewildered owner is booted out to make room for a sheepdog.
It took nine trainers eight days of training and three days of shooting to get the right results. This was no Toonces the Driving Cat.
First, the nine dogs rehearsed in small groups. Then they worked together.
To get that ``head-out-the-window-hey-isn't-it-great-to-be-a-dog'' look, the trainers sat in a vehicle moving about 20 mph, just ahead of the dogs' truck. At first, the dogs looked a little grim, so the scene was reshot, this time with the trainers signaling the dogs to bark. The result, happy hounds.
At one point all the dogs had to turn their heads in unison to look at Ralphie's owner. Silverman trained them with a clicker, giving them a treat each time they turned after his click.
The Chihuahua slipping and digging his nails into the console was easy - his trainer pushed him. (Although no one from Nissan can explain why eight big cool dogs would invite a 4-pound Chihuahua along in the first place.)
Though Duke can do several facial expressions on command, the lifts of his eyebrow at the beginning of the spot were done with animatronics. And no, he can't actually drive. Yet.
- KNIGHT-RIDDER/TRIBUNE
LENGTH: Short : 37 lines ILLUSTRATION: PHOTO: AP. Trainer Joel Silverman describes Duke, a Saintby CNBBernard/shepherd mix, as both mellow and a hard worker.