Pedigree - "The Child Replacement Programme/Hard To Impress"

Colenso BBDO Auckland

Colenso BBDO Auckland Auckland, New Zealand

Awards

30339

This ad is part of the ACT Responsible Collection

Brand: Pedigree
Country: New Zealand

Advertiser: Mars, Inc.

Title	The Child Replacement Programme/Hard To Impress
Agency	Colenso BBDO Auckland
Campaign	The Child Replacement Programme
Advertiser	Mars, Inc.
Brand	Pedigree
Posted	October 2021
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had your parents’ love and attention, and then snaps you out of the reverie by comedically reminding you that you’ve been replaced by a dog.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
Length	123 seconds
Director	Adam Gunser
Marketing Director	Oliver Downs
Marketing Manager	Cormac van den Hoofdakker
Brand Manager	Maria Parsons (Granados)
Production Company	Exit Films
Sound Designer	Franklin Road
Media Agency	Starcom NZ
Executive Creative Director	Steve Cochrane
Creative Chairman	Nick Worthington
Art Director	Andre Sallowicz
Copywriter	Simon Vicars
Production Company Producer	Declan Cahill
Business Director	Abbi Barker
Account Planner	Ed Gunn
Director of Broadcast	Jen Storey
Photographer	Will Bailey
Account Manager	Alice Sopwith
Group Business Director	Ahmad Salim