Client: Mars Petcare PEDIGREE
Creative:Scott Whybin, Paul Hastings, Peter Kirwan
Brief: To raise awareness of the benefits of feeding your dog PEDIGREE Meaty Bites ‘with a new dental kibble’

PEDIGREE keeps Australia’s dogs smiling.

The launch of the PEDIGREE Meaty Bites with dental protection TVC kicked off an exciting 2008 for the PEDIGREE brand. Communicating the alarming fact that 80% of all dogs over the age of 3 suffer from dental problems, the TVC nevertheless focussed on the positive.

Sourcing the best talent from YouTube, friends and the PEDIGREE database, the entertaining ad sees a variety of dogs flashing big toothy grins, set to the catchy ‘When you’re smiling’ by Nat King Cole. The ad finishes with the solution: PEDIGREE’s all new Dental Kibble which helps keep all dogs smiling.

Since the launch PEDIGREE Meaty Bites has experience positive sales and tracking results. PEDIGREE ‘Smiling Dogs’ was also a finalist at Cannes this year.