The MasterDog Light campaign urges pet owners to not let their dogs be trapped by their weight. Just like people, they need to eat right and exercise regularly in order to lead happy, healthy lifestyles. Since most animals are naturally active, especially dogs, food like MasterDog Light enables them to indulge in the events and experiences that give them a sense of freedom.
Santiago-based ad agency Prolam Y&R visualizes this lack of freedom in the MasterDog Light campaign by leashing fit dogs to their actual overweight selves. The leash chains them, stopping them from chasing the cat, catching the frisbee or checking out the fine female dog. MasterDog Light urges people to "free your dog" with their food products.