PEDIGREE is an affordable dog food and treats brand that recently released a campaign that encourages people to adopt dogs.
The awareness-raising campaign is based on a unique premise, and it pulls viewers' heartstrings in a distinct way. Rather than showing dogs lined up in kennels, it shows adults and children in them. The dark room, coupled with humans in cages who are absorbed in their personal mobile devices, creates a dull and ominous atmosphere. A dog walks into the room and the people in cages eagerly press themselves up against the doors hoping that they'll be chosen. The role-reversing commercial ends by proclaiming "sometimes you need a dog, as much as they need you."
This PEDIGREE commercial manages to capture viewers' attention in a way that flips their perspectives, and ultimately supports a good cause.