Mars Petcare brand Pedigree’s “Feed the Good” campaign is now digging into history to show how dogs bring out the best in people. A moving film from BBDO New York and directed by Biscuit Filmworks’ Noam Murro recreates an obscure U.S. war story from 1777 when General George Washington and his troops were in the throes of the Revolutionary War against British Forces Commander-in-Chief William Howe and his soldiers. Amid the fighting, a terrier made its way into Washington’s camp, and the dog’s collar identified it as belonging to General Howe. Although Washington’s soldiers had plenty of their own ideas on what to do with the pup, Washington, a dog lover himself, graciously returned it to his enemy.
The new ad “directly reflects the core of our Feed the Good campaign, which is that universal truth that dogs bring out the good in us, and that our job at Pedigree is to bring out the good in them,” said Craig Neely, VP-marketing for Mars Petcare. “This has been such a great platform for us to bring a variety of diverse creative to life. The story shows that the universal truth that I mentioned is just as true today as it was more than 200 years ago during the Revolutionary War.”
According to Neely, the media plan is still being finalized, but it now focuses on digital with a broader roll out this summer.