Minties Taps Reform School's Evan Silver to Take On Dog Breath
Back in November, Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBites™ – a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts.
So Minties and independent creative agency TiNY (the team behind the Dog Breath Is Over campaign) are following up on this story. And this time, it’s personal. It all starts at Minterventions.com.
“Dog Breath Is Over was the big message,” said Jissan Cherian, PetIQ’s Chief Marketing Officer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.”
TiNY shot two new spots for the Minterventions phase of the campaign. The first, “Cabbage”, features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course.
Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City.
“It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and Chief Creative Officer. “That’s the TiNY way — we help clients build worlds they can live in. Once you set up the rules of the world, you can have a lot of fun.”
Fun like inviting dog owners to submit their own stinky stories. Starting this month, pet parents can head to Minterventions.com to tell the internet exactly how bad it’s gotten, in exchange for a free Mintervention Fresh Breath Kit to help them stage a Mintervention of their own.
Minties is also bringing the Mintervention to the streets — literally. On Saturday, July 25, 2026, from 10 a.m. to 6 p.m., the brand will host a live Mintervention pop-up in Washington Square Park, where New Yorkers can bring their most malodorous mutts for a professional, in-person Mintervention.
“We got a huge bump in awareness out of Dog Breath Is Over,” said Michael Stoopack, TiNY partner and President. “Now we get real stories of dog breath being conquered one pet at a time. It’s going to add so much context to the story.”
“We stand by our record,” said Tom Christmann, TiNY partner and CMO. “Dog Breath Is Over made headlines. Minterventions makes house calls.”
Think your dog needs a Mintervention? Submit your story at Minterventions.com, or bring them to Washington Square Park on July 25. Minties FreshBites are available now on Walmart, Petco, Amazon, Chewy and more.
CREDITS
Client: Minties
Spot: “Cabbage” :30
Agency: TiNY
Mike Rovner - Chief Creative Officer
Tom Christmann - Chief Marketing Officer
Jules Evenson - Creative Director
Heather Long - Strategist
Michael Stoopack - President
Client: PetIQ
Jissan Cherian - CMO
Ryan Stevens - SVP Marketing
Ashley Paterno - Senior Brand Manager
Jay Valle - Senior Creative Strategist
Production: Reform School
Evan Silver - Director
Ryan Ennis - Executive Producer
Condra MaGee - Production Manager
LaTasha Williams - Coordinator
Jabu Brown - 1st AD
Antoine Ivey - 2nd AD
Caleb Heymann - Cinematographer
Jerry D’Alesio - Production Designer
Renee Tom - Wardrobe Stylist
Lisa Pope - Hair/Makeup
Post-Production: Northern Lights
Tina Mintus - Editor
Jody Peters - Executive Producer
Michael McKenna - Creative Director/VFX Artist
John McMinn - Assistant Editor
Color: Company 3
Jaime O’Bradovich - Colorist
Nick Krasnic - Producer, Short Form
Audio: Superexploder
Jody Nazzaro - Audio Engineer
Meredith Nazzaro - Executive Producer
