The Vince Camuto brand will debut its first-ever Super Bowl commercial this Sunday. Scheduled to air during pre-game coverage on CBS, the advertisement will precede Super Bowl kickoff scheduled for 6:30pm. Titled, “But I Thought I Was Helping…?”, the ad stars a puzzled Boxer dog sharing his thoughts with company founder Vince Camuto. The commercial marks the brand’s first collection TV ad and joins the celebration of the 50^th anniversary of the Super Bowl.

Filmed in New York City, the 30-second video stars Jack Daniel, a precocious brindle Boxer dog, who wants to help his shoe-loving owner pick a pair of shoes to complete her outfit. The eager-to-please pup rummages through a lavish walk-in closet that is filled floor-to-ceiling with Vince Camuto shoes. Jack ultimately offers his suggestion for the perfect shoe—an appreciated but misguided surprise for his owner. Jack makes his television debut alongside the dog’s fictional owners, portrayed by IMG models Georgia Fowler and Charles Wilson.

The video was creatively conceived by agency and production company, SWELL, alongside Camuto Group’s in-house global marketing team. The decision to unveil the ad during the Super Bowl allows the Vince Camuto brand to show a creative campaign that reaches a broader audience and establishes Vince Camuto as a multi-category lifestyle brand for both men and women.

Alex Del Cielo, Chairman & Chief Executive Officer, Camuto Group said “We are really excited to have our first Super Bowl ad airing during the 50^th anniversary. It was a great opportunity to have some fun and present our brand to the broad Super Bowl® audience.”

Directors Tarik Malak and Timothy Douglas of Tn’T add “‘But I Thought I Was Helping…?’ is the story of a dog who seizes the opportunity to help his owner—he thinks she is asking him for fashion advice. He does indeed find a shoe. The team at Vince Camuto was very forward-thinking and wanted to create something that would not be your typical fashion film. Our take was to merge aspirational lifestyle and fashion imagery with the familiar pet-centric comedy genre.”

To further support the brand’s advertisement and build excitement with consumers, the Vince Camuto brand will reveal exclusive and advance previews of the spot across Instagram, SnapChat, Facebook and Twitter. Visit www.vincecamuto.com to view the exclusive teaser.