Pedigree Adoption Drive

This dime was made specifically for the 2009 Super Bowl (it was pricey) I like it because it covers three angles:

1) Its a humorous creative which delivers brand awareness to a mass audience, and I have got to say that they love it on Youtube (1m views +)
2) Corporate Social Responsibility - an adoption drive to help dogs was always bound to make the Pedigree brand look squeaky clean
3) Category leader - so what do they do? create a campaign to increase the number of dog owners who will then buy Pedigree. Let’s face it, the dogs in the kennels will not be eating Pedigree; a premium brand.

Agency: TWBA, USA