McGruff the Crime Dog
History
The task was given to Jack Keil, executive vice president and creative director of Dancer Fitzgerald Sample. Keil, thinking of Smokey Bear, came up with the idea of an animal mascot. After coming up with the slogan—"Take a bite out of crime"—he settled upon the idea of a dog. His first version was "a Snoopy look-alike wearing a Keystone Cop hat." His creative team however did not believe the dog would be taken seriously. In response, he gave the team a day to come up with a new version.
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