There are two sides to adopting a dog. After years of heart-wrenching advertising, most people are aware of the benefits to shelter dogs of being adopted.
BBDO New York has introduced another story. And another benefit of owning a dog – Sometimes you need a dog as a much as a dog needs you. The ad, Pick me, mimics a traditional shelter dog story but the roles are reversed. The people are in cages (and it’s a rather poignant addition that they’re all engrossed in their devices). A dog is doing the choosing.
Pay attention to the skillful use of sound in this spot to create authenticity, familiarity and emotion – all three power cells for the effectiveness of the idea.
“The reality of pet adoption is that a mutual connection is formed the instant a person meets the dog they’re adopting, which is why many people say that their dog ‘picked’ them,” said Melodie Bolin, Pedigree brand manager at Mars Petcare, in the launch statement.
“The new Pedigree Pick Me video brings that moment of connection to life in an unexpected way, while reinforcing the Pedigree brand’s commitment to adoption and the message behind the Feed the Good campaign.”
The new ad is part of Pedigree’s Feed the Good initiative, which began in 2015 and promotes the insight that dogs and humans benefit each other.
Credits
Agency: BBDO New York
Chief Creative Officer BBDO Worldwide: David Lubars
Chief Creative Officer BBDO New York: Greg Hahn
Executive Creative Directors: Greg Ketchum & Tom Godici
Senior Creative Director (Copywriter): Greg Gerstner
Creative Director (Art Directo): Banks Noel
Head Of Integrated Production: Dave Rolfe
Executive Producer: Diane Hill
Director of Music & Sound: Rani Vaz
Senior Account Director: Sally Nathans
Account Director: Elizabeth Kelberg
Account Executive: Michael Miles
Group Planning Director: Annermarie Norris
Communications Planning Director: Sean Stogner
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Heads of Production: Mercedes Allen-Sarria & Rachel Glaub
Producer: Adrianne McCurrach
DoP: Peter Deming
Editing: Ben Jordan @ Work Editorial
Audio Mix: Evan Mangiamele @ Heard City
Composer: Robert Miller @ Screen Sound Alliance
Sound Design: Morgan Johnson @ Barking Owl Sound
Telecine Artist: Tom Poole @ Company 3
Conform Artist: Mikey Smith @ The Mill
