This Pedigree Tribute to Guide Dogs Gives Dramatic Insight Into Blindness

Visually-Impaired Audiences Can Also Experience the Film

By Alexandra Jardine. Published on Oct 10, 2016

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.

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Oct 10, 2016
BBDO New York
Chief Creative Officer Worldwide:
David Lubars
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
Katie Schad
Head of Music Production:
Rani Vaz
Kirsten Flanik
Senior Account Director:
Sally Nathans
Account Director:
Elizabeth Kelberg
Account Executive:
Taylor Wesley
Production Company:
Public Record
Executive Producer:
Jeremy Yaches
Jason Goldman
Nathan Caswell
Jeremiah Zagar
Director of Photography:
Julian King
Nomad Editorial
Jai Schukla
James Lee
Fergue McCall
Color Company:
The Mill
Music Company/Sound Design:
Audio Company:
Sound Lounge
Tom Jucarone

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