This Pedigree Tribute to Guide Dogs Gives Dramatic Insight Into Blindness

Visually-Impaired Audiences Can Also Experience the Film

Published on

Editor's Pick

Pedigree continues its "Feed the Good" campaign, which explores how pets can bring out the positive in our lives, with a dramatic film about a single mother who was suddenly struck down by blindness.

The story of Liz Oleska is conveyed not just by her voiceover, but by a film in which we experience her failing sight, blindness and the way that her guide dog brought "light," if not sight, back into her life. After an opening scene in which we get intermittent flashes of visuals, mimicking her failing sight, everything goes suddenly black as Oleska describes the day she realized she was going blind.

As she continues to explain how she almost gave hope after losing her sight, there's only audio, until she starts describing the role that her guide dog, Brice, played in helping to get her life back on track. It's an effective device, and what's more, Mars Petcare-owned Pedigree also created the video in a second format that uses descriptive video services to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.

The spot, by BBDO New York, was created to mark Blindess Awareness Month. Other films in the series have included the story of a wounded veteran and his dog, and a story about dogs heping ex-prisoners adjust to freedom.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Oct 10, 2016
Agency:
BBDO New York
Chief Creative Officer Worldwide:
David Lubars
Client:
Pedigree
Chief Creative Officer New York:
Greg Hahn
Executive Creative Director:
Greg Ketchum
Executive Creative Director:
Tom Godici
Creative Director:
Banks Noel
Creative Director:
Greg Gerstner
Associate Creative Director:
Eduardo Petersen
Senior Copywriter:
Steven Schroth
Executive Producer:
Regina Iannuzzi
Producer:
Katie Schad
Head of Music Production:
Rani Vaz
President:
Kirsten Flanik
Senior Account Director:
Sally Nathans
Account Director:
Elizabeth Kelberg
Account Executive:
Taylor Wesley
Production Company:
Public Record
Executive Producer:
Jeremy Yaches
Producer:
Jason Goldman
Director:
Nathan Caswell
Director:
Jeremiah Zagar
Director:
Khyber
Director of Photography:
Julian King
Editor:
Nomad Editorial
Editor:
Jai Schukla
Editor:
James Lee
Colorist:
Fergue McCall
Color Company:
The Mill
Music Company/Sound Design:
Stimm√ľng
Audio Company:
Sound Lounge
Audio:
Tom Jucarone

See more credits

Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age