Here's a pet food campaign with a totally fresh creative idea. Created by Rio agency DM9DDB for Brazilian dog food brand Special Dog, it centers around the idea that you've got to treat your dog well, because he "knows too much."

Three different scenarios show pet dogs watching a widow (seen here) who's adding something rather gruesome to her tea, a young guy indulging in some gross behavior while watching TV, and a middle-aged man skulking around his apartment in bondage gear. The idea that you might think no one's watching, but your dog is taking it all in, has great potential, and it's definitely different for the category, where it's more usual to be reminded to feed your dog well via sentimental means. What's more, the dogs are as brilliantly cast as the actors.

The spot was directed by Livia Gama of Bossa Nova.