Animal Planet's mantra heading into the Puppy Bowl—its annual telecast featuring puppies playing football, held a few hours before the Super Bowl—is always, if it ain't broke, don't fix it.
The U.S. may be embroiled in one of the—if not the—most miserably vitriolic presidential battles in its history. But Pedigree wants to remind Americans that we can all agree on one thing. Golden retrievers are pretty great. The fluffy, affable, goofy standard-bearer of the dog world stars in a new three-minute ad from BBDO New York. In it, a woman dressed in a Hillary Clinton campaign T-shirt shows up at a Donald Trump rally, and then vice versa. Both times, she's toting a pooch she claims she found wandering nearby, using it to make friends of should-be enemies while she pretends to search for its owner.
Pedigree's latest "Feed the Good" video is timed to Blindness Awareness Month, which it's observing with "Dark to Light," a long-form ad about single mom Liz Oleksa's struggle with sight deterioration.
Puppies. They're like nature's Xanax. In "Hearts Aligned," a sweet new Australian campaign from pet food Pedigree, agency Clemenger BBDO ran an experiment that measured the heart rates of dogs and their owners, both separated and together.
"You save a dog. A dog saves you." That's the poignant message of "First Days Out," a four-minute online film for Pedigree by Almap BBDO in Brazil that follows Joey and Matt, two former inmates who begin to turn their lives around after they adopt rescue dogs.
Here's a great little campaign for dog adoption by Pedigree and French agency CLM BBDO. Because a dog really will be your best friend, and a loyal one—unlike human best friends, who are constantly letting you down.
The Internet really is a boon for pet-food marketers clever enough to capitalize on animal-obsessed Web culture without seeming too mercenary. Pedigree New Zealand gets extra brownie points for this video of cute dogs being cute, which attempts to leverage YouTube's revenue-sharing model to raise money for dog charity … as if you needed another reason to watch dachshunds eating hot dogs. (No, it's not cannibalism, though it might count as a sort of professional discourtesy.) The concept is all the more impressive in the way it take two things that are usually annoying—seeing ads on other ads, and being asked to share ads—and makes them kind of feel-good (even if, given YouTube's meager ad rates, it's hard to imagine the campaign actually making significant money). Regardless, the spot, by Colenso BBDO, is a knockout delight when measured against the high bar for misery-inducing commercials in the pet-adoption genre. Unlike the Sarah McLaughlin ASPCA sob fest that haunts an entire generation of U.S. TV viewers, this one doesn't hinge on making everyone feel awful about themselves. Plus, the dogs are awesome to watch. Except for that winking puppy at the end, which clearly needs help for having confused itself with a cat. Only cats are supposed to be creepy. Credits below.
Here's a nice example of a brand using its ads to help solve a problem. Pedigree wanted to encourage dog owners to give their pets the recommended 30-minute walk each day, so DDB Brussels used bus shelter ads to create dog-walking tour routes through Belgium's largest cities.
Nestlé Purina is bringing a new, upbeat message to the Westminster Kennel Club Dog Show, thanks to ad agency Leo Burnett.