A month after launching its new global campaign called “Feed the Good,” Pedigree returns with the second installment of the effort, which is again created by BBDO–though now, Melbourne-based Clemenger BBDO takes over on ad duties. In this spot, dubbed “The Good Fight, which began airing Down Under earlier this month, what starts as a potential street battle culminates in a quick crusade to save a loose dog who’s stuck in the middle of a busy street and whose helpless owner can only look on. Our potential street fighters, though, quickly turn into heroes and save the day all the while forgetting about their tiff. As for the dog, it gets a very well-deserved treat from its owner in the spot’s concluding moments, which serves as a relieving comedown from a somewhat tense ad.
In a recent comment to Campaign Brief about the overall Australian Pedigree work, Mars Petcare general manager Sylvia Burbery says, “Pedigree believes that dogs make the world a better place and bring out the good in us all. ‘Feed the Good’ sets out to connect with Australians emotionally and encourage a donation of just $2 to help raise vital funds for our established charity partner, PetRescue, and support the fantastic work they do to care for and re-home unclaimed animals.” The ultimate goal of “Feed the Good” is to feed 100 million dogs globally. Hopefully, they’re well on their way.
Creative: Clemenger BBDO Melbourne
Activations: The Marketing Shop
PR: One Green Bean