Pedigree: Scared

Credits & Description:

Media: Film
Category: Household, garden & pets
Client: Mars/ Pedigree Adoption Drive
Agency: Colenso BBDO, Auckland
Production: Exit Films
Country: New Zealand
Director: Adam Gunser
Production Company Producer: Declan Cahill
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Group Head/ Art Director: Andre Sallowicz
Creative Group Head/ Copywriter: Simon Vicars
Business Director: Abbi Barker
Planner: Ed Gunn
Head of Broadcast: Jen Storey
Photographer: Will Bailey
Account manager: Alice Sopwith
Group Business Director: Ahmad Salim
Colenso BBDO
Senior Producer Serena Fountain-Jones
Senior Account Manager - Activation & PR - Jaimie Crighton
Executive Digital Producer - Tim Freeman
Digital Producer - Will Thorat
Digital Designer - Dean Pomfrett
Digital Developer - Dave Arcus
Retoucher - Reks Kok
Client - Mars
MARKETING DIRECTOR - Oliver Downs
MARKETING MANAGER: PET - Cormac van den Hoofdakker
BRAND MANAGER: DOG & SPECIALTY - Maria Granados
Sound Design - Franklin Rd
Media Agency - Starcom
Brief Explanation
The commercial begins on a hallway at night. We see lightning flash and hear thunder in the distance. The camera moves down the hallway slowly as a deep American Voice Over talks about how scared the little girl would get during storms. As the camera moves into the bedroom the Voice Over reveals that, as a little girl, the girl was never allowed to sleep in Mum’s bed. The camera pulls wide and we see a big dog snuggled up to mum in bed. Cut to an endframe where a picture frame of the grown up kid is knocked over and replaced by a picture of the dog. The young woman has been replaced.