Pedigree: Catch

Playing catch the Phantom camera way

Director Bob Purman used a Phantom camera at 1,000 fps to capture these expressive canines in action.

The director was initially charged with shooting two spots, a "Catch" and a "Jump" execution. The director says: "The 'Catch' spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs' eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog's facial expressions. A few days after the shoot I started to get emails from Mark, Steph and the editor Chris Parkins with the different iterations of the spots cut to different music selections, all of them interesting for different reasons. But then they put footage from the two spots together to form this new greater whole that really exploits the dynamics of the dogs' athleticism and their emotive personality in slowed time."

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Average user rating:: 1.56
Number of user ratings:: 8

STOLEN. http://www.youtube.com/watch?v=F52dx9Z0L5k

whitehouseny, February 22nd, 2010 05:20:41 pm

Rated 0.50 THIEVES! http://www.youtube.com/watch?v=F52dx9Z0L5k

justingilman, February 22nd, 2010 06:11:16 pm

Rated 0.50 THIEVES! http://www.youtube.com/watch?v=F52dx9Z0L5k

justingilman, February 22nd, 2010 06:11:26 pm

Rated 3.00 Not thievery, an adaptation of style. Whatever, this one works much better. You see these dogs personalities and longing.

emarieee, February 22nd, 2010 06:40:49 pm

Rated 0.50 terrible soundtrack.

super_f-ing_lekker, February 22nd, 2010 07:24:38 pm

...an adaption of style'. Like hello?! A watered down derivative with a product attached. Creativity, you peeps should be on your game and just not post work that's so blatantly ripping off. Disappointed.

independent, February 22nd, 2010 07:31:43 pm

Rated 2.00 Hardly stolen, there's nothing crazy original about dogs in slow motion. Looks very nice though. Could have got 4 stars but you're getting 2 because my god what a terrible song selection.

pv, February 22nd, 2010 07:45:39 pm

At least give the nod to Pleix and let them direct it, maybe they'd reinvent it.

robin.rosenberg, February 22nd, 2010 10:24:52 pm

this is a blatant rip! shame on the agency and shame on the "director" for his part in it. wtf. "adaptation of style" - what nonsense. and shame on Creativity for not catching this! shame on everyone!! but not the dogs.

wmdicko, February 23rd, 2010 10:31:16 am

Rated 0.50

ad_sharpie, February 23rd, 2010 11:37:01 am

Rated 4.00 Excellent! For all the haters, if you're going to cry foul on this for stealing anything then go back and pry the awards from the nimble, thieving fingers of the people who did Honda Cog, as just one example of the many, many ads that steal/reimagine/pay homage to non-commercial art. In other words, stop being jealous.

Dukker, February 23rd, 2010 01:46:18 pm

I saw both commercials and even though they used the same technique in both I think this one is more classy! I couldn't wait for the other want to finish, the dogs looked creepy (specially the poodle with big teeth). I really liked this one better

mimicobb, February 23rd, 2010 02:08:04 pm

the other one* oops

mimicobb, February 23rd, 2010 02:09:05 pm

hey minicobb, the other one's not a commercial. get with the program. it was a big dealio music vid. and yr obviously not the demographic. and this pathetic ad wouldnt of had a life it wasnt around to rip. if you wanna reappropriate then go to the orig directors. I dont see pleix's name on this???? i feel sorry for the good people in toronto that are doin legit good work coz this crime makes it look like a back-water place to retire to. case closed.

independent, February 23rd, 2010 05:37:11 pm

the fact that the other one was a music video makes it worse. I still think this one is a whole lot better than the other one. The only thing I have to criticize about this one is the lousy music! This one goes to the point it shows exactly what they are trying to sell. I still think this one's better !!!

mimicobb, February 23rd, 2010 10:01:21 pm

the fact that the other one was a music video makes it worse. I still think this one is a whole lot better than the other one. The only thing I have to criticize about this one is the lousy music! This one goes to the point it shows exactly what they are trying to sell. I still think this one's better !!!

mimicobb, February 23rd, 2010 10:01:32 pm

thanks for saying that twice. sharp as a button

independent, February 24th, 2010 05:30:44 am

Rated 1.00 See the 2 vids face to face : http://www.joelapompe.net/2010/02/24/dogs-slow-motion-pedigree-catch/

joelapompe, February 24th, 2010 12:31:43 pm

100%. absolutely 100% you get the original directors or you get an original idea. this is creative piracy and its a goddamn shame.

efil4zaggin, February 24th, 2010 01:05:48 pm

This spot knocked me out when I first saw it and I still like it as a piece of film because I love dogs. But as a commercial it is just plagiarism of the "Dogs and lasers" video on Youtube. It should be thrown out of every show it's entered in. -Warren Eakins

weakins, February 25th, 2010 12:00:04 pm

5 stars for being a hack and stealing. Keep up the good work.

buttereater, February 25th, 2010 03:36:45 pm

this is NOT creativity. It's pretty poor thievery as well. Waaaaaack. That Vitalic song was way better. This director suuucks. pppppppppppp....

benfeever, March 2nd, 2010 11:38:08 pm

this is not creativity. this isn't even that great a work of thievery. It's too blatant. That vitalic song video was way better. This director suuucks. pppppppppp.

benfeever, March 2nd, 2010 11:40:08 pm

this is not creativity. this isn't even that great a work of thievery. It's too blatant. That vitalic song video was way better. This director suuucks. pppppppppp.

benfeever, March 2nd, 2010 11:40:17 pm

Rated 1.00 We all know mad ave is rife with plagiarism. (It's the norm, not the exception.) So surprise, surprise. What have we here? As many a voyeur has already mentioned....a very, very clear cut case of direct appropriation. Not "inspiration", but blatant, inexcusable, unethical, ignoble, antithetically uncreative, dishonest plagiarism. So much so when first spotted elsewhere online, within seconds I recognized this vid as a rip-off, hence conducted a search to determine whether Pleix had anything to do with its production...which led me to this site. Not so, as evidenced by the credits listed here. I mean, hell. TBWA didn't even bother to alter the tint of the background scrim! Additionally...if the Creative Directors on the account at any point 'claimed' to have never eyeballed Pleix's awesomeness, then he/she ought not be in a leadership role. Music vids and viral vids (let alone extremely popular ones) are JUST as essential to be aware of as Superbowl doozies --if not MORE so--- considering cyberdom's increasingly influential reign. Especially if assuming the tacitly experienced/influential title: CD. And anyone within this forum who 'says' otherwise either works for extended 'family' or sees no err in having likely plagiarized of their own accord at some point. Shame on you, Mark Biernacki and Steph Mackie. And shame on you Creativity for not making good on increased site traffic by at least acknowledging the swipe.

bg girl, March 6th, 2010 01:16:33 am

The music is completely ripped off from Lakais Fully flared intro as well : http://www.youtube.com/watch?v=_VGbAOOEego I can't see how a piece of work like this can be charged to a client for any of the creative costs, since none of the ideas used were original.

dancleland, March 20th, 2010 08:54:11 am