Pedigree Adoption campaign via Colenso BBDO calls on millennials to take a step into parenting
Pedigree, after finding that 83% of millennials were delaying parenting, has set out to create a life-stage between life-stages, to find loving homes for shelter dogs in the latest adoption campaign via Colenso BBDO.
The campaign throws light-hearted support behind couples putting off their parenting plans, and suggests a dog could be a great way to start their families instead.
Be it pressure from the in-laws, a love of freedom, or simply not being ready, Pedigree is turning millennials’ parenting hesitancy into a big thing for shelter dogs.
Says Fabio Alings, global brand director, Pedigree: “Pedigree exists to make the world a better place for dogs. That’s why ending dog homelessness is a commitment that’s a big part of our DNA. If that means seeking out the tentative pre-parents of the world and offering them a baby-step into parenting, we’ll do it. After all, dogs are a great segue into family responsibilities.”
Says Cormac van den Hoofdakker, segment marketing manager: “There are young couples settling down everywhere, and while they might not be ready for kids, these loving homes represent a huge opportunity for dogs. For Pedigree, a company with a long history of helping shelter dogs, it’s an insight and a campaign that aligns perfectly with our mission.”
The campaign launches with a film celebrating dog-parents, OOH that shows that puppy love is very real, nursery-rhyme radio that provides an interesting taste of parenthood, and even goes as far as to offer an online presentation to convince a reluctant partner to ‘fetch a few more years’.
Says Dan Wright, group executive creative director, Colenso BBDO: “It’s a wonderful moment in a young couple’s relationship when you both look deep into each other’s eyes and realise you want to start a family together… with a dog.”
Take a baby step into parenting, with Pedigree.
Agency: Colenso BBDO
Production Company: 3&7
Director: Steve Ayson
Producer: Larisa Tiffin
DOP: Marty Williams
Editor: Luke Haigh
Colourist: Clare Burlinson
Online: Blockhead VFX
Sound: Craig Matuschka, Liquid Studios
Music Composition: Peter Van Der Fluit, Liquid Studios
11 Comments
These are very, very good.
I wished I’d done these. Brilliant. Well done everyone involved.
I love ’em. Nothing more to say.
So good. Well done all.
Damn these are good. Tail is wagging.
These are really refreshing. Maybe because they’re from NZ. Here, I could so easily see the debrief being:
“Client feels that, while funny, they don’t want to make light of leaving a child home by themselves unattended or to be seen as thinking that it’s ok to let your child talk run off and to strangers in a park. This sentiment doesn’t align with their brand values”.
That would sooooo be the debrief here in Australia. Idea instantly killed.
These are great. Way jealous.
Well done again Colenso. And huge ups to the client who has approved the ‘treat’ execution that would never get up in most other markets.
Great advertising, really. Take a proposition and make it fun, interesting and appealing to the target audience.
These are great, but the park one is the best in my opinion. I lol’d a lot.
Work like this is the reason I got into advertising, that, and funny beer ads.
Some of the links on website don’t work. Maybe adopt a UX digital team as well.