# Napoleon Complexed Puppies The Pedigree 'Small Dog, Big World' Video Shows the Life of Tiny Pups By Romina S. Cortellucci | Published 2012-06-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pedigree-small-dog-big-world References: [dejoost.nl](http://www.dejoost.nl/small-dog-big-world-matthew-kalish/) & [matthewkalish](http://www.matthewkalish.com/Pedigree-Small-Dog-Big-World) Life can be rough for a small dog and that is why the [Pedigree](https://www.trendhunter.com/trends/adoptable-playlists) 'Small Dog, Big World' campaign was launched. The video was written, directed and voice-overed by the New York City-based creative filmmaker Matthew Kalish with the help of a little dog named Suzy. The adorably cute video is the perfect campaign for the [animal food manufacturing company Pedigree](https://www.trendhunter.com/trends/pedigree-1) as it specifically markets to small dogs. The video provides an honest approach to life as a petite pup by using a ridiculous amount of props and a great voice-over to illustrate the brand's point. Kalish makes a great emotional connection with the viewer, demonstrating the sorrows of being in a world that isn't made for you. And, then pulling on our heart strings, the cute canine finds something that finally does. Remember: good things often do come in small packages. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 66% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Small Dog Prop Marketing:** Using props and voiceovers to specifically market to small dogs can create emotional connections between customer and brand. - **Honest Animal Bite Campaigns:** Honest campaigns, using emotions and relatable content can create a storyline for the brand's point. - **Nostalgic Pet Therapy Campaigns:** Creating relatable nostalgia through campaigns that demonstrate the sorrows of pet therapy can offer an emotional connection between the brand and customers. ### Industries Being Reshaped - **Pet Food Manufacturing:** Marketing campaigns that illustrate the core messaging through relatable content like nostalgic pet therapy can drive pet food manufacturing market share growth. - **Pet Toys & Accessory Brands:** The use of props in emotional campaigns can drive consumer product interest in pet toy and accessory brands. - **Pet Therapy Providers:** Adopting emotional and nostalgic pet therapy campaigns can offer a more customized experience for pet therapy providers and their patients. ## Related on Trend Hunter - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Pet Food Digital Campaigns](https://www.trendhunter.com/trends/purebites.md) - [Adoptable Playlists Pet Ads](https://www.trendhunter.com/trends/adoptable-playlists.md) - [Human-Grade Pet Food Campaigns](https://www.trendhunter.com/trends/the-honest-kitchen-debuts.md) - [Sporty Pet-Centric Video Series](https://www.trendhunter.com/trends/purina-pro-plan.md) - [Dog-Directed Commercials](https://www.trendhunter.com/trends/merry-chaos.md) - [Dog-Friendly Sauces](https://www.trendhunter.com/trends/pedigree-drizzlers-sauce.md) - [Dog-Friendly Kibble Sauces](https://www.trendhunter.com/trends/pedigree-1.md)