We're all familiar with the kind of animal shelter ads that show people picking out sad-looking dogs from cages. But, in its latest pet adoption spot via agency BBDO New York, Pedigree reverses the roles in, so that dogs pick their owners instead.
The film opens on a bunch of people in cages in a darkened room. In a somewhat damning portrayal of modern everyday life, most are miserably or vacantly staring at their smartphone screens and digital devices. But suddenly the door opens and a dog walks in -- and everyone starts to look hopeful, happy and engaged.
The dog looks around, goes over to one cage and picks a woman, who's overwhelmed with delight. The spot ends with the words: "Sometimes you need a dog as a much as a dog needs you." Aaron Stoller directed the spot out of Biscuit Filmworks.
The ad promotes National Adopt A Shelter Pet Day (April 30) and National Pet Month (May). It's the latest in a series of spots from the brand -- including this one that recounts a real-life American Revolutionary War story about how a lost dog brought out the best in George Washington, and this one, featuring a wounded veteran -- to thoughtfully highlight the good that owning an animal can do.