IAMS makes an overweight dog's giant balloon get stuck between Chicago buildings

Dog obesity is one of the most common pet health problems in America — over 59% of dogs are overweight or obese, according to the 2022 Pet Obesity U.S. Prevalence Survey — but most owners do not recognize it in their own pets. IAMS wanted to change that during the holiday season, when food and celebration make the subject especially relevant.

Instead of another educational ad, IAMS and adam&eveDDB told the story with a real dog. Waylon was an overweight dog whose veterinarian said he was about 8 pounds above a healthy weight. The brand built a two-story inflatable balloon modelled on him and positioned it between two buildings along the route of Chicago's Thanksgiving Parade, so Waylon appeared to have gotten stuck on his way to the festivities.

The spectacle was designed to make the consequence physical: a dog too heavy to make it to the parade. Passersby found QR codes at the scene that led to the IAMS Healthy Weight Dog Hub, a resource centre with portion-size calculators, exercise and treat tips, and a weight-assessment tool. Waylon's own journey toward a healthier weight was shared as a social series, including a collaboration with influencer Thomas Trust and his dog.

The campaign gave IAMS a national moment during one of America's most-watched holiday events, directing the resulting attention toward practical tools rather than just sympathy. Waylon reportedly lost weight and aimed to run a dog-friendly 5K on Thanksgiving, and the stunt earned an honouree slot in the Experiential category at the 2025 AICP Next Awards.