Could the simplest Pedigree Feed the Good ad be the global campaign’s most powerful?

A gang of teens bullies the younger boys. This story has been told over and over. Which means that BBDO Russia was able to focus, not on the story of bullying but the emotions that tell Pedigree’s story – that dogs bring out the good in people and Pedigree brings out the good in dogs.

In the Russian version of the global Pedigree Feed the Good, the campaign’s insight – that dogs bring out the good in people – stands naked on the stage. You can’t help but notice a star that’s naked.

The campaign has already run in the US, Australia, Brazil and now in Russia.

The Russian campaign, For those who make us better, launched early in September exclusively on YouTube. A shorter TVC went to air on the federal Russian TV channels at the end of the month.

“We hope that the video will impress not only the owners of dogs, but also remind all of us about things that are really matter: empathy, compassion, good attitude to people around irrespective of their age, gender or social status,” commented Alexey Fedorov, creative director, BBDO Moscow. 

Campaign credits:

Creative agency: BBDO Moscow

Managing director: Natalia Tsyganova

Creative director: Alexey Fedorov

Creative group head: Ekaterina Savrasova

Senior copywriter: Natalia Sytnik

Strategic planning director: Natalia Chuich

Production company: Bazelevs

Director: Greg Gray

DoP: Paul Gilpin