Pedigree takes emotional approach over science in new ads

Pedigree is launching a campaign for its Dentastix range, using hand puppetry to highlight to owners the importance of taking care of their dog’s teeth.  

The campaign, created by Whybin\TBWA\Tequila, uses shadow puppets to create images of dogs. It aims to explain the similarity between the way people use their hands and how dogs rely upon their mouths.

Andrew Scott, Whybin\TBWA\Tequila managing director, said: “Traditionally dog dental hygiene messaging focuses on the scientific approach, and simply listing the product attributes. Our challenge was to show the emotional importance of good dental care by drawing comparisons between dogs and their owners.”

The campaign includes TV, radio, print and online advertising.