NASHVILLE, Tenn. (Jan.
26, 2009) – Super Bowl XLIII is going to
the dogs. Well, sort of. While the top two NFL teams will
battle it out on the gridiron, PEDIGREE® Food for Dogs
will join the ranks of advertising elite with the airing
of a new spot called “Crazy Pets.” The ad will
air during the broadcast of the game on February 1, 2009
and marks the brand’s first foray into the Big Game.
Developed by ad agency TBWA\Chiat\Day Los Angeles and directed
by Traktor, the 30-second spot can be seen during the first
quarter of Super Bowl XLIII. The
creative concept takes typical family scenarios that involve dogs and replaces
them with other, unusual animals ranging from a water buffalo to a boar, to an
ostrich. At its core, the ad celebrates the brand’s love of dogs
and emphasizes how much better life is with a dog in it.
“Everything we do at Mars Petfood US, the makers of PEDIGREE® food
for dogs, is based on our love of dogs and we believe the Super Bowl provides
us with the perfect platform to celebrate this sentiment,” said John Anton,
Marketing Director of the PEDIGREE® Brand. “Dogs make great
pets and our goal with the spot is to get anyone who is thinking, ‘maybe
I should get a dog,’ to consider adoption.”
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 means to shine a spotlight on
the cause of dog adoption. To date, The PEDIGREE® Adoption
Drive has raised nearly five million dollars for the more than four million dogs
that, through no fault of their own, end up homeless each year.
The fifth annual PEDIGREE® Adoption Drive will run
over the course of the year with the hope of raising two
million dollars for The PEDIGREE Foundation, a non-profit
organization that benefits shelters and breed rescues nationwide. Dog
lovers who want to get involved can make a donation at pedigree.com.
“Crazy Pets” will air nationally following
its debut during Super Bowl XLIII, and starting on January
26, 2009, can also be viewed at pedigree.com, along with
behind-the-scenes vignettes featuring the “crazy
pet owners” from the commercial.
Additionally, for each view of the “Crazy Pets” spot
or behind-the-scenes vignettes between January
26, and February 23, PEDIGREE® Brand
will donate 8 ounces of dry PEDIGREE® brand
food for dogs to animal shelters, up to a total of $1,000,000*.
All of the animals used in the ad are real and
not computer-generated imagery. A representative from the
American Humane Association (AHA) was on-site to supervise
filming and ensure none of the animals were harmed.
To view the “Crazy Pets” ad and vignettes
or make a donation to help homeless dogs, visit www.pedigree.com.