Pedigree, the Mars pet-food brand, is launching a global campaign that shows dogs bringing out the best in humanity.
The activity, by BBDO, will launch in Australia, Brazil, New Zealand and the US before rolling out to additional markets including Europe. The campaign was conceived by the network’s New York office. It is BBDO’s first global work for Pedigree since winning the business in 2011. The first TV spot, "the good fight", breaks in Australia on 4 May. It opens on two men who are about to fight until they spot a dog in the middle of the road and rush to help it. The ad was directed by Rey Carlson.