Pedigree “rescue unrescued” cinema ad – adoption drive

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This stirring (and long) cinema ad by Colenso BBDO New Zealand, invites cinema goers to make a choice in coloured 3D glasses. Accordingly they see a film based on whether they donate.

It’s a nice spot. Bit long in narrative and the idea is creatively intriguing holding your attention in the story.

But, the real point is Pedigree and their true commitment to the cause. The cynical might suggest it is a one off PR stunt. Not so. Pedigree really are pet people (dogs to be precise).

I’ve previously posted a brilliant spot featuring slow motion footage of dogs eating treats. It captures everything that the pet owner wants to see in a deliriously happy dog. And it is incredibly shot.

But back to the commitment to the annual Adoption Drive. last year Pedigree launched an eight part online documentary series for Facebook and YouTube to champion this year’s Pedigree Adoption Drive. The fourth year it has partnered with PetRescue.

Few campaigns can even claim a 4 year period of consistency. Yet fewer can claim such creative resourcing of the campaign which is based on the simple insight of pet lovers wanting to help dogs (not just nurture their own).

To place the icing on the cake, the entire effort is branded in the now trade mark yellow and black.

This is one of the best examples of a strong brand leader asserting it’s position in market through exemplary strategy and on-brief execution. The fact that they left the kitchen floor / bowl advertising and championed something new in the category is to their credit.

And here is one of the best pet ads ever made…

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Lynx Anarchy Invisible ad in Sydney House

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Lynx have been successfully using activation stunts to great effect (ref Virtual Fallen Angels posted earlier).

They get the technology and apply it in a way that drives the PR around the brand and builds brand fame. Even after all these years it still breaks new ground with innovative ideas and causes a stir.

This keeps it fresh and relevant to the target and is integrated into the creative in more traditional media work.

Soap were responsible for this and ECD Brad Eldridge said: “We wanted to create something as disruptive and innovative as the product itself. We used a clever hack combining LCD screens and polaroid glasses to create something that extends the campaign in an innovative and unique way.”