Dogs Can Even Cure Society's Ills, According to Dramatic Ad From Pedigree

Man's Best Friend Brings Out the Good in All of Us

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In this latest spot for Pedigree, created out of BBDO, New York and directed by Park Pictures' Lance Acord, dogs don't just offer companionship. Apparently, they can help cure society's ills.

The (mostly) black and white ad attempts to play on our assumptions about black and white prejudice. A grumpy, older white man -- whose demeanor leads you to believe he may be a closed-minded bigot -- takes his large hound out for a walk in his slightly run-down neighborhood. He runs into a young black man walking a -- suprise! -- pit bull. The two dogs give each other a few sniffs and tension mounts as you expect a blow-up between the owners. The dogs, however, decide they like each other, bringing grins to both men's faces. "Nice meeting you," the older gent says to the younger one, as the new friends shake hands. "Dogs bring out the good in us, Pedigree brings out the good in them," the voiceover announces.

"Dogs know no prejudice," said President, Mars Petcare North America and Global Brand Strategic Lead for Pedigree Larry Allgaier in a statement. "'The Walk' is just one example of the type of good dogs bring to the world every day. The main characters may appear very different, but by the end, they realize their similarities -- and the good in one another -- through their dogs."

It's a sweet spot, but a bit heavy-handed in its attempt to tie dog food and pet owner camaraderie to a heated social issue. It would be nice to see the scenario teased out in a more nuanced way without hinging on such a stark racial divide.

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About

Credits
Date
May 29, 2015
Agency:
BBDO New York
Client:
Pedigree
Director:
Lance Acord
Production Company:
Park Pictures
Chief Creative Officer, Worldwide:
David Lubars
Executive Creative Director:
Greg Ketchum
Executive Creative Director:
Tom Godici
Creative Director:
Greg Gerstner
Associate Creative Director:
Banks Noel
Creative Director:
Andy Blood
Art Director:
Scott Kelly
Copywriter:
Ben Polkinghorne
Director of Integrated Production:
David Rolfe
Senior Content Producer:
Sofia Doktori
Head of Music Production:
Rani Vaz
Group Planning Director:
Crystal Rix
Managing Director:
Kirsten Flanik
Production Company:
Park Pictures
Director:
Lance Acord
Executive Producer:
Jackie Kelman Bisbee
Executive Producer:
Dinah Rodriguez
Head of Production:
Anne Bobroff
EP/Producer:
Caroline Kousidonis
Editorial:
Whitehouse Post
Editor:
Russell Icke
Assistant Editor:
James Donahue
Executive Producer:
Lauren Hertzberg
Producer:
Alejandra Alarcon
Post Production:
CarbonVFX
Colorist:
Ben Gibbs
Lead Flame:
Matt Reilly
Flame Assistant:
Joe Scaglione
Executive Producer:
Frank Devlin
Producer:
Bree Bracket
Music:
Barking Owl
Audio Post:
Sound Lounge
Mixer/Sound Designer:
Tom Jurcarone

See more credits

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