Pedigree Mothers

  • EMOTION INTO ACTION SCORE 80.73
  • YEAR 2016
  • Parent company Mars, Inc.
  • AGENCY BBDO Bangkok
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Pet Food
  • REGION Asia Pacific
  • COUNTRY Thailand
  • MEDIUM TV Long

Our Opinion

Great ads tell emotional stories. But the best ads are able to tell emotional stories that transcend cultures and are enjoyed regardless of age, gender, or background. There’s minimal speaking in the film but you do not need to speak Thai to understand the emotions as they are felt through the mothers’ expressions, body language, and actions. This Pedigree ad puts a unique spin on the traditional “motherhood” commercial. Generally we see this format used in ads targeting baby products, but BBDO altered it to reflect the love that dog mothers have for their “fur children.” It’s a move that could come off as cloyingly sweet and over emotional but BBDO Bangkok and Pedigree infused just the right amount of sadness and joy to give the ad an EiA score of 80.73 and a 4-Star rating.