Nick Worthington
Creative Chairman at Colenso BBDO Auckland
Auckland, New Zealand
TitleThe Child Replacement Programme/Hard To Impress
Campaign The Child Replacement Programme
Advertiser Mars, Inc.
Brand Pedigree
Story Colenso BBDO Auckland has launched a humorously blunt campaign for Pedigree that matches abandoned dogs with abandoned parents. The Pedigree Child Replacement Programme encouraging parents to ‘move on’ when their kids move out and adopt a dog.
The TVC spots take a whimsical look at heartwarming moments in your past when you had your parents’ love and attention, and then snaps you out of the reverie by comedically reminding you that you’ve been replaced by a dog.
The videos drive you to a website, where you can enter the attributes of the child you are replacing in order to find a suitable dog. In the search, you can nominate if your child had long hair or short hair; was sociable or a hermit; active or lazy, and so on. At the end of the process, you’re given a suggested dog, such as ‘Echo’ who “will always be excited to see you and will never be accepted into an overseas university.” You can even replace the stuff your kids left in their room with new stuff for the dog.
Media Type Television
Marketing Director
Marketing Manager
Brand Manager
Production Company
Sound Designer
Media Agency
Executive Creative Director
Creative Chairman
Art Director
Production Company Producer
Business Director
Account Planner
Director of Broadcast
Account Manager
Group Business Director

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