"Bailey"

Cuddly pooches, fuzzy photography, moody piano and poignant emotional appeals define TBWA\Chiat\Day’s effort for Pedigree’s dog adoption drive. “Help us help dogs” is the tagline. It’s a worthy cause, and the ads are certainly well crafted and evocative — but somehow, this campaign leaves me unmoved. I’m sorry “Bailey’s family got a new apartment, but they don’t take dogs.” And I take no pleasure in learning that “for every dog that gets adopted, there’s one that doesn’t.”