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.

The launch follows a campaign in the US, created by TBWA\Chiat\Day, which also included an online application allowing people to upload a photo of their dog, install one of six denture designs on offer – from ‘bling bling’ to ‘bookworm’, add a bit of audio – and send around via email, Facebook or Twitter.


  • Client: Pedigree Dentastix
  • Agency: Whybin\TBWA\Tequila
  • Creative Director: Scott Whybin (Whybin\TBWA
  • Art Director: Peter Kirwan
  • Director: Sam Couzens
  • Copywriter: Paul Hastings
  • TV Producer: Lauren Duncan
  • Account Service: Hazel Tiernan, Julia Unwin
  • Planner: Jacqueline Wang
  • Media Buying: Starcom

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