December 23, 2008

Super Bowl XLIII Going to the Dogs

Super Bowl XLIII is going to the dogs according to Dog-Food Ad to Try a New Trick from WSJ.com. The pet food company Pedigree will be advertising on this year's Superbowl TV broadcast, promoting the good cause of pet adoption, rather than its food.

According to WSJ, Pedigree, a Mars company, is the third-largest dog-food brand in the U.S and spends one-half of its marketing budget promoting pet adoption.

Pedigree's commercial, which is being crafted by Omnicom Group's TBWA/Chiat/Day, will show what life would be like if the world didn't have dogs. A string of crazy pets is expected to appear, including an ostrich giving a mailman a hard time. Though the ad won't show dog food, it will feature the Pedigree brand name....
One branding expert thinks the Super Bowl ad will be well received by viewers. "People are looking for security and love," says Eli Portnoy, who heads the brand-strategy firm Portnoy Group. "No one has any trust left. You can't trust your investment banker, you can't trust the government. But you can trust your dog."

We don't want to even think about a world without dogs.

Photo: Thanksgiving Dog Show by krossbow flickr photostream

Read More in: Books & Media | Dogs | Food, Feeders and Waterers

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