Good Dog is telling Pedigree’s Christmas story this year, and because he got help from Colenso BBDO, BBDO New York and Finch, it might just be the Christmas story of the year. It’s so human, even though it’s told with the irresistible naivety of a canine. It’s so relatable, yes, even though it’s a dog’s story. And it’s so warm. Humans love that at Christmas.
It’s the story of how Christmas became not about a good dog – not a celebration of the day he arrived in his family marked by gifts like a tree for his love of sticks, baubles for his love of fetch and paper for his love of ripping – but about good dogs. About sharing. About love.
To celebrate Good Dogs’ understanding, and the true meaning of Christmas, Pedigree has created the Season of Good Dog, a global campaign celebrating the festive season through the eyes of our four-legged friends, supported by an album of holiday carols for dogs on Spotify, and a limited run of Season of Good Dog products, including paw shaped stockings, park and slipper scented wrapping paper, tug of war poppers, tennis baubles, singing greeting cards, and MistleSTIX, a twist on mistletoe that mandates owners to treat any dog that sits under it, all of which will be widely distributed in 2019.
Mars Petcare US Brand Manager, Rafael Blanco, commented, “The Pedigree Dentastix brand loves dogs, so why leave them out of the holiday fun? Our new Season of Good Dog campaign is an inclusive and joyous way for every dog to get the most out of the holiday season and to create opportunities for closeness between dogs and their owners. We can’t wait to celebrate throughout the holiday season.”
Dan Wright, executive creative director at Colenso BBDO New Zealand, added, “Dogs hold such a special place in our homes and our lives and it always felt strange to us that there wasn’t a starring role for them in our holiday celebrations. We are so excited to share this work with the world and give our dogs the celebration they deserve.”
Pedigree Season of Good Dog is now a global platform to be activated each year, creating an occasion for owners to celebrate the good dogs bring to their lives.
The full Season of Good Dog song album of eight carols can be found on Spotify here.