a talking dog–like sock puppet that would commiserate with real-life pets in a series of commercials (tagline: “Pets.com. Because pets can’t drive.”). The puppet was voiced by the comedian Michael Ian Black, but was deliberately nameless, “so consumers would always have to say ‘Pets.com’ when referring to it.”33 Soon, the puppet was airing in radio and television spots nationwide. Pets.com paid nearly $2 million for an ad on Super Bowl XXXIV and the puppet became a float in the 73rd Annual Macy’s Thanksgiving Day Parade.34 After appearances everywhere from Live with Regis and Kathie Lee and
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