Q&A: Behind the Scenes Look at Pedigree's Super Bowl Spot

Maybe W.C. Fields was wrong about working with four-legged thespians. When TBWA\Chiat\Day creative directors Margaret Keene and Chris Adams shot Pedigree’s “Crazy Pets” 2009 Super Bowl commercial with a rhinoceros, an ostrich, a hog and a water buffalo, the exotic animal actors performed like pros, no La Lohan. (OK, they might have chewed on some scenery.) The effort, which eschewed the idea of selling chow to focus on the plight of pups available for adoption from shelters, is the first Super Bowl spot in the brand’s five-year relationship with the Los Angeles ad agency.