Q: What is A dog brings it back about?
A: A dog brings it back is a professional integrated campaign created by BBDO for Pedigree and published in Brazil in June 2019. The campaign addresses the emotional struggles faced by many Brazilians, particularly depression, by highlighting the restorative power of dog adoption. It uses the universal game of fetch as a metaphor to show how adopting a dog can bring back love, happiness, life, and hope. The campaign features an animated short film and a line of fetch toys labeled with these emotions, which were distributed to influencers and individuals who had experienced personal hardships, reinforcing the healing bond between dogs and humans.
Q: What creative device does A dog brings it back use?
A: A dog brings it back employs the creative format classified by Clapboard as FORMAT#9 SYMBOLIZE THE BENEFIT. This technique uses symbolic visuals to represent the product’s positive impact rather than direct demonstrations. In this campaign, the fetch toys emblazoned with words like love, happiness, life, and hope are physically retrieved by dogs, symbolizing how dog adoption restores intangible emotional benefits. This visual analogy serves as the central creative device, making the emotional impact of adopting a dog tangible and relatable through metaphorical storytelling.
Q: What is the campaign proposition for A dog brings it back?
A: The campaign proposition for A dog brings it back positions Pedigree as more than a pet food brand; it advocates for the healing potential of dog adoption. Targeting individuals facing depression and emotional loss in Brazil, the campaign conveys that dogs can restore essential feelings such as love, happiness, hope, and life itself. By connecting these emotions to the simple act of playing fetch, Pedigree offers a hopeful narrative that adopting a dog is a meaningful step toward regaining well-being, aligning the brand with companionship, recovery, and renewed joy in a culturally relevant context.
Q: How does A dog brings it back rank in Clapboard's archive?
A: A dog brings it back holds a Clapboard Campaign Score of 76/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effective combination of emotional storytelling, symbolic visual devices, and social impact messaging within the Pets industry.
Q: Who are the competitors in Pedigree's category?
A: Pedigree competes with several key brands in the pet food market, including Nestlé Purina, which emphasizes science-driven nutrition and veterinary endorsements to appeal to pet owners seeking premium, health-focused products. Mars Petcare’s Royal Canin differentiates itself through breed-specific and condition-targeted diets backed by veterinary recommendations. Hill’s Pet Nutrition focuses on clinical science and therapeutic diets for pet wellness and longevity. Farmina Pet Foods blends natural ingredients with scientific formulation, targeting health-conscious consumers. In Brazil, Bicho Feliz offers fresh, locally sourced pet food with convenient subscription models for modern pet owners.
ARCHIVE
.webp)
