Dogs care for their owners without question. Life, not so much. Colenso BBDO and Pedigree Dentastix make the point that dogs deserve that you repay them, with a witty series of people’s relatable memories about when life let them down and how a dog’s unconditional caring can make up for them. The spots, directed by Finch’s Freddy Mandy, remind people that life without a dog wouldn’t be nearly as good.   

Claudia Hatherill, senior brand manager at Mars, commented, “This work celebrates the lovely duality of care that people share with their dogs. It’s a playful reminder to pet parents of just how much dogs care for them, and all they need to do in return is take care of their teeth.”   

Colenso BBDO chief creative officer, Si Vicars, added, “Dogs improve our lives. Whether that’s through helping you be more active, or showering you with love while you sit in the house you bought at the absolute peak of the market. They help us focus on what really matters. They rescue us from ourselves, the least we can do is help them care for their teeth.” 

The campaign is made up of 3 x 30- and 4 x 15-second spots, plus 10-second topical spots that will give owners timely reminders that the good boys and girls in their lives deserve looking after, too.