Pedigree continues its "Feed the Good" campaign, which explores how pets can bring out the positive in our lives, with a dramatic film about a single mother who was suddenly struck down by blindness.
The story of Liz Oleska is conveyed not just by her voiceover, but by a film in which we experience her failing sight, blindness and the way that her guide dog brought "light," if not sight, back into her life. After an opening scene in which we get intermittent flashes of visuals, mimicking her failing sight, everything goes suddenly black as Oleska describes the day she realized she was going blind.
As she continues to explain how she almost gave hope after losing her sight, there's only audio, until she starts describing the role that her guide dog, Brice, played in helping to get her life back on track. It's an effective device, and what's more, Mars Petcare-owned Pedigree also created the video in a second format that uses descriptive video services to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
The spot, by BBDO New York, was created to mark Blindess Awareness Month. Other films in the series have included the story of a wounded veteran and his dog, and a story about dogs heping ex-prisoners adjust to freedom.