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Empty nesters literally go to the dogs in Pedigree’s cheeky “Child Replacement Program,” which encourages parents to adopt Fido after their kids move out.
“We were laughing about friends who had left home and promptly been replaced by a dog,” recalls Simon Vicars, creative group head at Colenso BBDO in Auckland, New Zealand, of the campaign’s conception. “I think we were mostly laughing about how their parents adored the dog a little bit more than the kids.”
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