We re-created a poignant and true story that evokes Pedigree’s campaign and brand values in a truly powerful way. The story highlights the power that dogs have to bring out the best in people. The film takes place in 1777, during the Revolutionary war, after the Americans were crushed by British General Howe. It tells the story of a dog that was lost on the battlefield, which was found by Americans in their camp and taken to General Washington due to the inscription on its collar. It appeared to belong to General Howe. While the soldiers were considering ways to use the dog to their advantage, General Washington decides to return it, making the point that even after all they’d suffered, dogs still bring out the good in people.

We launched the film online as pre-roll and on Pedigree social media channels. We used Patriot’s Day as a relevant date for the launch. The content will help to compliment and amplify Pedigree’s campaign and message both in the US and globally.

The film generated over 1,400,000 impressions in less than a week. It has been extremely well received and widely shared, further establishing the emotional connection with dog lovers and the message that dogs bring out the good in us.