The Simpsons teams up with Greyhounds As Pets NZ for a readymade emotional gut punch

Brands using popular franchises for emotional clout is nothing new. But The Simpsons and Greyhounds As Pets NZ’s effort is certainly a powerful example.

Off the bat, I should admit I’m a shameless Simpsons 'fanboi', so take that for what you will. But certainly I’m not alone in being moved by the plight of the world’s most famous animated rescue greyhound, Santa’s Little Helper?

With greyhound racing set to be banned in New Zealand from August 2026, more than 2,000 retired dogs suddenly need homes, prompting what’s being billed as the country’s biggest-ever rehoming effort.

Enter The Simpsons and Special (with media partner Together), for a Christmas-season push that opines that “Santa’s Little Helper is helping New Zealand Greyhounds this Christmas”.

The ads use iconic scenes from The Simpsons featuring the family’s lanky adoptee to highlight how gentle, loyal and sofa-friendly the breed is.

OOH and social executions lean into the nostalgia, reframing greyhounds from ex-racers to ideal family pets just in time for the holidays. Whatever happened to ‘a dog’s not just for Christmas’ eh?

Lisa Fedyszyn, CCO at Special and Greyhounds As Pets NZ, and national manager Lisa Philp framed the campaign as a "once-in-a-generation" chance to move greyhounds from trackside to fireside before the ban kicks in.

It’s effectively a co-branded effort: the emotionally charged memories we all hold of The Simpsons attached to a comparatively small charity, which is an oddly touching fit, we reckon.

Homer’s return to the Adscape

The Simpsons, of course, are no strangers to advertising. Over the decades, the yellow family have fronted spots for brands from Coca-Cola to Tic Tac and Doritos. The franchise’s original movie campaign even turned 7-Eleven stores into ‘Kwik-E-Marts’ while Burger King’s SimpsonizeMe site let fans turn themselves yellow.

This work is more low-key, yet no less impactful in its support of animal welfare. 

What could’ve felt cynical (“remember this cartoon dog, now adopt a real one”) is given some weight in the light of a looming industry ban.

Pop culture and policy change combine to make a memorable Christmas gift. But remember the old line about dogs and Christmas.