Exotic pets are a little more work than domesticated animals in this Super Bowl ad for Pedigree by Omnicom Group's TBWA/Chiat/Day. The spot was the first big-game appearance Pedigree, the Mars pet-food brand. It also tied into Pedigree's pet-adoption do-gooding. For another example of good-deed advertising in Super Bowl XLIII, see Frosted Flakes' "The Right Field."

Pet care is an infrequent Super Bowl category, despite the breadth of the audience and pet owners within it. A memorable exception of course was Pets.com's "Please Don't Go" in the "Dot Com Bowl" of 2000.

Director of media arts: Lee Clow. Executive creative director: Rob Schwartz. Creative directors: Chris Adams, Margaret Keene. Copywriters: Eric Terchila, Marcin Markiewicz, Ted Kapusta. Art directors: Paulo Cruz, Denise Zurilgen, Jera Mehrdad. Executive agency producer: Guia Iacomin.

BRAND: Pedigree

YEAR: 2009

AGENCY: TBWA/Chiat/Day

SUPERBOWL: XLIII

QUARTER AIRED: Q2