I perfectly understand the pun of "Heel The Love" yet taken outside its canine context, the phrase seems a bit awkward. The verb "heel" has manifold usage but commonly means to follow or chase closely, or to have under subjugation. It can also mean to put the heels on something, as in a shoe, or even to arm a fighting cock with spurs! I do not think the movie's producers were aware of the astounding depth of the word "heel" when pinning it to their film about a Christmas pup that pisses in Ownen Wilson's hamper or whatever.

Now, whenever I see the tag line "Heel The Love" I will think it means either of 4 things:

1. "Chase after love like a silly puppy with a ribbon tied around your neck!"
2. "Control the love! It's an unruly bitch who needs to be properly beaten every night and left outside! DOWN GIRL! DOWN! HEEL!"
3. "Love is getting a little worn out and needs new heels. Are you a cobbler?"
4. "You want me to attach this metal spur to the tip of my "love" and then fight another similarly clad man in a pit while lecherous old men bet on our lives? On Christmas day? Wait... with my Papa!?"

I believe the movie industry needs to have an English Major check all of their movie posters, trailers, and other promotional media for connotation errata. Otherwise, we might just have a little cockfighting problem.