Pedigree Unleashes Animal Menagerie on Super Bowl


It's the Super Bowl and...OMG...look! It's a commercial with animals in it! How novel. How groundbreaking. How paradigm shifting. How...oh's a Pedigree ad. Of course they have to have animals in it.

But a rhinoceros? An Ostrich? A wild bore? A water buffalo? Oh yes indeed. ANd there there for a reason; to show us how much better life is with a simple dog than with a rhino that demolishes your door, an ostrich that attacks the mail man, a wild bore that hogs the back seat and a water buffalo that can't play Frisbee.

Created by TBWA\Chiat|Day, the commercial, called Crazy Pets, marks the first time the dog food maker has appeared in the Super Bowl.

And because Pedigree are such nice people, the brand promises to donate eight ounces of dry dog food (up to a value of $1 million) to animal shelters each time someone views the commercial or behind the scenes footage online.

In addition, Pedigree has made is very easy to share the commercial and vignettes with social media widgets and they've created a barking ringtone for the iPhone.

by Steve Hall    Jan-26-09   Click to Comment   
Topic: Commercials, Super Bowl 2009   

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It is "wild boar". I suspect a Freudian slip.

Posted by: Marc Brooks on January 26, 2009 5:45 PM

It's heartening to see a company increasing (instead of cutting) the marketing budget in this down economy. I find the commercial highly entertaining.

Also find it interesting that a dog food company has never advertised on the Super Bowl. (Don't football fans own dogs?!) Wonder if the core assumption / hope at Pedigree is the ongoing Obama puppy saga will create a trend for dog ownership within "Joe the Plumber" households...many of which will be watching the big game Sunday?

Posted by: Bobette Kyle on January 31, 2009 5:41 PM