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Agency Network: 
Published/Aired: 
September 2014

Description

Digital advertisement created by BBDO, New Zealand for Pedigree, within the category: House, Garden.

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Art Director: Beth O'Brien
Copywriter: Oriel Davis-Lyons
Producer: Caroline Wells
Senior Copywriter: Matt Lawson
Senior Account Manager: Nico Ainsworth
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Highest Rated

highjumper's picture

I think this is another successful commercial done by pedigree. Creating a commercial aiming to making “mans best friend” happy is a great idea. I really enjoyed seeing the different dogs. It really hit home to me because I am a dog owner and I always hate leaving my dog alone at home. My aunt was one of the first people to introduce me to the idea of leaving the radio on while I am out of my house. It was good promotion having dogs in the studio listening to the station. Seeing their heads tilt while listening to it showed interest; showing that their product they are promoting is a success. I think the commercial is a little long, and not completely sure that the same full feeling of the commercial could be felt in a 30 second commercial. In the commercial, was Jess Allsop, the owner of Training Dogs for Life, talking about what kind of music dogs find calming. This is a great thing that pedigree did, to prove that their product will truly work. Using her as a source creates credibility for the product. I also enjoyed how pedigree showed that not only do dogs like the radio station but so do the owners. Just like the saying “happy wife, happy life”, they used a similar phrase, “if your dog is happy, so are you”. I liked the comical part of the commercial with the words of meat that were being said. This commercial made me want to go and check out the radio station.

highjumper
Activity Score 14
MANORANJAN PATTANAYAK's picture

so one pedigree is the onee best product for the dogs and pets and so it is so highly recommended that pedigree is the best for the dog

MANORANJAN PATT...
Activity Score 8
Producer/Director
Rob71's picture

Sorry Manojranjan, what?

Rob71
Activity Score 419
VincentA's picture

I have to say: I love this ad!
I am not a fan of dogs, but I have to admit that this ad is really original: how the product is brought to the spectators, the product and its originality, the clear explanation, and the fact that this ad is only online correspond of the product.
Everything in this ad is well explain I think: the fact that dogs get stressed at home when they are alone is something that a lot of people may know but may not take into consideration when they leave home. And even if they do, it’s not the good way to do it: they create the product for it!
The music at the beginning is really the kind of usual music we can hear in ads, and the way to explain that it does not suit dogs is really well done and clear. Such as the voice that calm the dogs but not only with the sounds that stimulate him/her not to make the dog sleeps all day long. The fact that the voices are men and women can include all potential dog owners.
The fact that the owner can call the radio seems more a fun but useless functionality of the radio and more here to add something to say that they do a lot of stuff than to be useful.
I don’t know about you but me, if I was able to have this radio and a dog at home, I would at least give a shot, because this ad really kept my attention.

VincentA
Activity Score 75
Other |

Vincent A., ASU student, Advertising Management

zhou wang's picture

The video shows the radio for dogs that are left at home. The radio knows that dogs get board when they are left at home and people care about them while outside the house, so the radio station K9FM was created to solve this problem. It has comparative advantage over human radios because that’s horrible for dogs. The dog trainer says that classical music could calms dogs down based on research. It makes this radio station reliable to listeners. The feature that attracts people’s attention would be the interaction between the owner and his dog. The dog can listen to their owners’ voices through the radio and that would make them comfortable and calm. From this way, K9FM has created a peaceful world for pets and owners. This radio is all day every day, so people can feel free to open this radio at any time they leave the house.
This video is filled with love and cares and created for dogs, all the messages included in this video seems reliable to viewers.

zhou wang
highjumper's picture

I think this is another successful commercial done by pedigree. Creating a commercial aiming to making “mans best friend” happy is a great idea. I really enjoyed seeing the different dogs. It really hit home to me because I am a dog owner and I always hate leaving my dog alone at home. My aunt was one of the first people to introduce me to the idea of leaving the radio on while I am out of my house. It was good promotion having dogs in the studio listening to the station. Seeing their heads tilt while listening to it showed interest; showing that their product they are promoting is a success. I think the commercial is a little long, and not completely sure that the same full feeling of the commercial could be felt in a 30 second commercial. In the commercial, was Jess Allsop, the owner of Training Dogs for Life, talking about what kind of music dogs find calming. This is a great thing that pedigree did, to prove that their product will truly work. Using her as a source creates credibility for the product. I also enjoyed how pedigree showed that not only do dogs like the radio station but so do the owners. Just like the saying “happy wife, happy life”, they used a similar phrase, “if your dog is happy, so are you”. I liked the comical part of the commercial with the words of meat that were being said. This commercial made me want to go and check out the radio station.

highjumper
Activity Score 14
CrackerJackFlash's picture

nice one

CrackerJackFlash
Activity Score 19599
Creative Director |

www.crackerjackflash.com

Remarkable's picture

I love this ad

Remarkable
kleenex's picture

winner.

kleenex
Activity Score 58793
Web Designer/Developer
damnson's picture

Cool insight, cool idea. Love it!

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

sneerhof's picture

I'm definitely a dog person but I always thought leaving the radio/TV on when you're gone was a little weird for people to do but this ad actually convinced me otherwise. I think it was a good idea that was executed really well. The ad explains the concept clearly and provides reasoning with physical evidence - the dogs. I enjoy that the ad basically walks through the thought process behind the radio station to convince people, such as myself, that it's not as bizarre as people might think. It's a very simple concept that can keep both dogs and owners at ease. I think it was clever to put the dogs in the ad as they did since that is effective pathos. Dog lovers are easily influenced by things that benefit their dogs, especially if there is a representation of what it is and how it works. Showing the possible dogs' reactions to things that would be heard on the radio station better convinces people to utilize it. The specific audience is any kind of dog person and including the dogs and the benefits it can have for both dog and owner (feeling better about leaving their dog and coming home to a happy pup) makes it a successful ad. The ad covers all the basis of what it does and why it's beneficial and the simplicity is effective in encouraging consumers to check out the service. The name of the radio is catchy as well making it easier and more effective to advertise. Overall, the ad accomplishes everything it needs to and is captivating.

sneerhof
Activity Score 19
Arizona State University
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