Business Wire·Nov 18, 2025, 8:30 AM ET

BARK Shifts Creative Control to the Real Holiday Experts: Dogs

BARK announced "Merry Chaos," the first commercial in history directed entirely by a dog, as part of its holiday campaign.
The creative project was led by Mia, an Australian Shepherd Pitbull mix, who exercised unconventional methods and disregard for standard production protocols.
This initiative follows BARK's announcement that it is now Co-Owned by Dogs and includes leadership from Chairdog Hendrix.
The commercial captures the holiday season through a canine perspective, featuring elements like wrapping paper as art and ornaments as chew toys.
Production reportedly exceeded the budget by 230%, resulted in ruined carpets, and caused distress to several crew members.
"Merry Chaos" is part of the broader "Dogs Own the Holidays" campaign airing on social media & streaming platforms to contrast with traditional staged advertising.
The credits list the director as a non-union dog & the executive producer as Hendrix the Dog.
The campaign aligns with BARK's mission to celebrate the joyfully imperfect nature of dogs during the holidays.