Pedigree says DentaFlex helps your dog’s mouth come up roses in new work via Clems, Melbourne
Clemenger BBDO Melbourne has created a new campaign for Pedigree DentaFlex, further building on its ‘Feed the Good’ platform.
A dog’s’ breath isn’t always the best. But sometimes that whiff isn’t entirely their fault. Mars Petcare marketing director, Ben Culligan, says it’s often exacerbated by the things around the house that dogs love to chew on or pick-up.
Says Culligan: “DentaFlex is a tasty treat for dogs which provides a deep clean for their teeth while they chew. It’s revolutionary texture gets around the teeth, getting in close to the gum line to help fight the build-up of plaque and tartar.”
Clemenger BBDO Melbourne executive creative director Ant Keogh says Feed the Good is an amazing platform to work with.
Says Keogh: “Its strength lets us deliver great product work, as well as big global brand campaigns, which is such a pleasure.”
The campaign includes outdoor and a series of radio spots, which graphically describe the delightful things dogs put in their mouths during the day – usually just before giving their owners a ‘kiss’. The stunning ‘flowers’ (Old English Sheeprose, Chow Chow Blossom and White Samoyed Gerbera) were created by a model maker, covered in fake fur and photographed.
Ben Culligan – Marketing Director – Mars Petcare
Kate Waite – Marketing Manager – Pedigree Mars Petcare
Jess Hoare – Brand Manager – Pedigree Mars Petcare
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Ruben Cirugeda – Art Director (Outdoor)
Tom Ellwood – Copywriter (Outdoor)
Russel Fox – Art Director (Radio)
Richard Shaw – Copywriter (Radio)
Bryce Coombe – Group Account Director
Khia Croy – Account Director
Charlotte Lang – Account Manager
Michael Derepas – Planning Director
Nicholas Short – Print Producer
Karolina Bozajkovska – Producer
Nick Pledge – Model Maker
Vanessa Ellis – Fur Stylist
Aaron Foster – ADFX – Photographer/retoucher
Ralph Van Dijk – Director of sound & Voice Talent – Eardrum
Paul Le Coutier – Sound Designer/Engineer
Flagstaff – Sound House
9 Comments
Vanessa Ellis – Fur Stylist
ha!
I like em, well done guys!
To identify that fur as a rose is a huge stretch. Punters won’t bother to try. AWARD School standard work at best. Even worse, it’s probably being entered in awards.
Would fit well on the print wall at Cannes, in 1991.
it’s a pretty longbow if you ask me
Lovely work.
Gold.
I looked at it and saw a rose
I then showed my two flat mates.
yep, both saw a rose.
then one of their friends came round
she two, said immediately – ‘it’s a flower, a rose.’
So…..i cant be conclusive but hot damn, i think people know its a rose
massive bullshit on that experiment @zzzz. no one would say that is a rose, unprompted. Flower of some kind? ill give you that. And all in all its a nice bit of retouching etc.
Meh.