Dogs don’t judge: Pedigree launches second execution in new campaign via Colenso BBDO
April 24 2015, 11:30 am | | 8 Comments
‘Maggie’, the second execution for the new Pedigree brand campaign, via Colenso BBDO, Auckland, has run in today’s NBR.
The new work is an extension of the Pedigree ‘Found’ campaign which launched last week.
It’s all a part of a new global positioning that will be launched soon that has been a co-creation of Colenso BBDO and sister shop BBDO New York.
The campaign also features radio spots, with more to be unveiled over the upcoming weekend.
8 Comments
https://www.youtube.com/watch?v=TMQXU-lPtw0
I loved that old uk ad. One of my favourites from the 90’s. Highly awarded too I believe.
Hopefully it was an innocent mistake.
Beautiful campaign from the 90’s UK. Highly awarded too.
There is very, very little chance that the most-awarded-by-D&AD creative director in the region was unfamiliar with the ‘Adopt a Pet’ campaign. Fuck, chances are he was working at the agency at the time.
I agree. Doesn’t seem plausible.
Get me that ad.
Same insight yes, but a different execution entirely. The same brief will often lead to the same insight, but it’s the ECD’s repsonsibility to ensure it isn’t executed the same.
There are two problems with this campaign, and the plagiarism is only a minor one. It would only be apparent to the ad industry.
No, the real problem is in the proposition that dogs don’t care (or don’t judge).
In the adopt-a-pet campaign, that was the selling point, the thing that made it such an insightful truth. Dogs (and cats in a less effusive way) are adorable because they love you no matter who you are or what you do.
The crucial flaw in the Pedigree campaign is that dogs really don’t give a fuck what they eat, hell my dog used to gobble up putrified, fossilised turds from other dogs! And I’m sure he wasn’t the only dog to do that. Have you seen what dogs eat??? They are the most UNFUSSY eaters on Earth.
So this campaign says ‘ Dogs don’t give a shit what they eat, so serve them this crap. They wouldn’t know the difference between this and proper dog food, so they won’t thing any less of you for serving this stuff up’.
Who in all the meetings that preceded production failed to notice this fatal flaw?