Dog Food Brand Joins Super Bowl Ad Blitz
Pedigree’s “Crazy Pets” campaign and 30-second ad encourage dog adoption.
Posted: January 28, 2009, 5 a.m. EST
Pedigree food for dogs scored a spot to join the ranks of the advertising elite with the airing of a new commercial called “Crazy Pets.” The ad, set to air during Super Bowl XLIII on Sunday, Feb. 1, marks the brand’s first foray into the sporting event.
Ad set to air during Super Bowl XLIII
The 30-second ad can be viewed during the first quarter of the championship game. The concept features typical family scenarios with not-so-typical animals, from a water buffalo to a boar to an ostrich.
The message encourages dog adoption by emphasizing how much better life is with a dog, according to the company. The airing of the spot ties into The Pedigree Adoption Drive, an annual fundraising and awareness campaign the brand created five years ago as a way to promote dog adoption.
The fifth annual Adoption Drive runs over the course of the year with the goal of raising $2 million for The Pedigree Foundation, a nonprofit that benefits shelters and breed rescues nationwide.
“Crazy Pets” airs nationally after its Super Bowl debut, and can also be viewed at Pedigree.com, along with behind-the-scenes vignettes featuring the “crazy pet owners” from the commercial.
The animals used in the ad are real and not computer-generated imagery. A representative from the American Humane Association was on-site to supervise filming and ensure none of the animals were harmed.
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