Pedigree General Howe's Dog

  • EMOTION INTO ACTION SCORE 83.94
  • YEAR 2017
  • Parent company Mars, Inc.
  • AGENCY BBDO New York
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Pet Food
  • REGION North America
  • COUNTRY United States
  • MEDIUM Digital

Our Opinion

Pedigree’s longform ad tells a story from American history – how Americans in the Revolutionary War found, and returned, a British general’s pet dog. It’s a way of making a patriotic ad without getting bogged down in any current political issues. It’s also just a great emotional story arc, as the battle-hardened soldiers consider shooting the dog before kindness (and a happy ending) prevails.