Pedigree ‘Baby Steps’ lovingly convinced people to delay their parenting plans, and adopt a dog instead. The campaign launched with a series of films featuring exchanges between new ‘parents’ where one party, unbeknownst to the other, is referring to their dog-child instead. In ‘Park’, a conversation unfolds where a mother appears to have lost her child in the bushes, but remains unphased – much to the dismay of an onlooker. As the film continues, the neglectful mother redeems herself the moment she’s reunited with her child – who turns out to be a dog. With this context, all of her nonchalance is forgiven, and the advantages of dogs over babies become clear. That’s when the viewer is invited to Take A Baby Step Into Parenting, and start their family, with a dog.