Quirky PEDIGREE Campaign Imagines the Fantastical Former Lives of Shelter Pets

Shelters are frequently the first place people look for a dog, but less than 40% of people in the US and less than 30% in Europe actually adopt, often due to concerns about assumed behavioural problems the dog may have from a difficult past.

To help combat this stigma, and encourage adoption of deserving shelter pups, PEDIGREE brand is continuing its longstanding mission to end dog homelessness with a brand-new global campaign: “Shelters are full of good dogs. They just need good homes.”

The campaign comes to life from the perspective of imaginative young pet owners who wonder why on Earth, someone would ever have put his or her now faithful companion up for adoption. Maybe her owner was abducted by aliens, or maybe he belonged to a Vampire who felt the pup deserved to see the light of day…

Created with BBDO New York, the films are based on a real truth that it’s often the owner’s circumstances, not the dog’s behaviour, that lands a pet in a shelter. And that adoption can be a much more rewarding experience, leading to a feeling of instant connection, like the dog chose you.

“Helping homeless dogs find their forever homes is central to our mission here at PEDIGREE. People love furry friends, but they often shy away from adopting shelter dogs for fear that they may come with lots of trauma. This campaign challenges negative stereotypes surrounding shelter dogs, by reminding people that shelters are full of good dogs who will make fantastic companions. All they need is an equally good new home,” said Fabio Alings, global brand director of Pedigree. 

TV recently launched in Germany and will roll out to additional markets in the coming months. The campaign will also be supported with pre-roll and social.

The campaign follows PEDIGREE and BBDO’s many notable adoption initiatives like 'Dogs on Zoom' and 'Doghouse' (on Club House), as the brand continues to find innovative new ways to help shelter dogs find homes.