This Pedigree Ad Follows a Single Mom Who Suddenly Lost Her Sight
Riley von Niessen — October 11, 2016 — Marketing
For Blindness Awareness Month, agency BBDO helped to make a Pedigree advertisement that highlights the struggle one might face when dealing with sight deterioration.
Titled "Dark to Light," the commercial follows Liz Oleksa, a single mother who goes into a panic when she suddenly loses her sight. She attempts to call for help but can't find the correct numbers on her phone, however eventually makes it to the hospital where she is told of her condition.
In order to allow the viewer to get a better understanding of what Liz Oleksa is going through, the Pedigree ad is filmed through her perspective. With the screen left dark, the viewer listens to her account -- helping them to relate to her feeling of helplessness. She finds salvation however when she becomes the owner of a service dog, who she tributes to giving her back her sense of freedom.
Titled "Dark to Light," the commercial follows Liz Oleksa, a single mother who goes into a panic when she suddenly loses her sight. She attempts to call for help but can't find the correct numbers on her phone, however eventually makes it to the hospital where she is told of her condition.
In order to allow the viewer to get a better understanding of what Liz Oleksa is going through, the Pedigree ad is filmed through her perspective. With the screen left dark, the viewer listens to her account -- helping them to relate to her feeling of helplessness. She finds salvation however when she becomes the owner of a service dog, who she tributes to giving her back her sense of freedom.
Trend Themes
1. Blindness Awareness - Opportunity to create impactful campaigns that raise awareness and understanding of sight deterioration.
2. Empathy Advertising - Opportunity to create advertisements that allow viewers to experience a person's perspective and emotions.
3. Service Animals - Opportunity to develop innovative products and services that assist individuals with disabilities and improve their quality of life.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create powerful and meaningful campaigns that raise awareness about important issues.
2. Healthcare - Opportunity for healthcare innovators to develop new technologies and treatments that can prevent, diagnose, or treat blindness.
3. Animal Services - Opportunity for animal service organizations to train and provide service animals that assist individuals with disabilities.
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