I absolutely love Pedigree, but I don’t have a dog

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Rarely do you see a campaign that is creative and consistent. It isn’t changed at the whim of a new agency or new brand team, it perseveres with a good creative idea, well executed and above all brilliantly branded.

The colour way, the art direction, even the logo all show clear adherence to the original expression.

I love it. Even without a Dog.

 

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…

Pedigree Dogs slow-motion ad. Shot @ 1000 FPS using the Phantom camera

It’s dogs in slow-mo catching treats. What could be better.

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This is a phenomenal, yet simple ad. It avoids a lot of those cliched dog running or in the kitchen shots.

Simply put, if you own a dog and buy treats, there is a good chance you really like dogs and the reaction when you give them treats.

Turn this into a wonderfully shot emotive piece of film, add a very well synched sound track and you even tempt those of us without dogs to buy the treats…

Very watchable, memorable and motivating.