PEDIGREE is Encouraging Pet Adoption by Turning the Tables
Mishal Omar — April 28, 2017 — Marketing
PEDIGREE is an affordable dog food and treats brand that recently released a campaign that encourages people to adopt dogs.
The awareness-raising campaign is based on a unique premise, and it pulls viewers' heartstrings in a distinct way. Rather than showing dogs lined up in kennels, it shows adults and children in them. The dark room, coupled with humans in cages who are absorbed in their personal mobile devices, creates a dull and ominous atmosphere. A dog walks into the room and the people in cages eagerly press themselves up against the doors hoping that they'll be chosen. The role-reversing commercial ends by proclaiming "sometimes you need a dog, as much as they need you."
This PEDIGREE commercial manages to capture viewers' attention in a way that flips their perspectives, and ultimately supports a good cause.
The awareness-raising campaign is based on a unique premise, and it pulls viewers' heartstrings in a distinct way. Rather than showing dogs lined up in kennels, it shows adults and children in them. The dark room, coupled with humans in cages who are absorbed in their personal mobile devices, creates a dull and ominous atmosphere. A dog walks into the room and the people in cages eagerly press themselves up against the doors hoping that they'll be chosen. The role-reversing commercial ends by proclaiming "sometimes you need a dog, as much as they need you."
This PEDIGREE commercial manages to capture viewers' attention in a way that flips their perspectives, and ultimately supports a good cause.
Trend Themes
1. Role-reversing Pet Adoption Campaigns - Opportunity for brands to create awareness and engage viewers in unique and emotional ways through role-reversal campaigns for social causes.
2. Humanized Animal Shelter Campaigns - Opportunity to humanize animal shelters and showcase the emotional connection between humans and animals, encouraging adoption and support for animal rescue organizations.
3. Emotional Advertising for Social Causes - Opportunity to use emotional storytelling in advertising to create a deeper connection with audiences and drive support for social causes.
Industry Implications
1. Pet Food and Treats - Opportunity for pet food and treats brands to promote pet adoption and showcase their brand values through innovative and impactful campaigns.
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to develop unique and emotionally powerful campaigns that challenge viewers' perspectives and drive engagement.
3. Animal Shelters and Rescue Organizations - Opportunity for animal shelters and rescue organizations to leverage role-reversal campaigns to raise awareness, increase adoptions, and attract support from the community.
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